Fresh From The Field — Hei Āhuru Mōwai – By Ira
Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Design Assembly community.
This week the team at Ira walk us through their recent brand identity work for Hei Āhuru Mōwai.
Based off the Huia feather, a symbol for mana and leadership, the resulting brand identity brings together the three strategic priorities of research and insight, advocacy and leadership, and collective expertise.
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The name ‘Hei Āhuru Mōwai’ means ‘sheltered haven’, gifted to the Māori Cancer Leadership Aotearoa by Kingi Turner in 2012. It embodies their mission to provide a safe space for Māori cancer specialists to come together, wānanga and collectively address Maori cancer inequities.
Ira was brought on to support them with their brand identity.
The Design Response:
The design needed to respond to the name and purpose of the organisation — to create a safe and sheltered haven and be based on the Huia feather, which his a symbol of leadership.
The Huia feather as a motif brings together the three strategic priorities of research and insight, advocacy and leadership and collective expertise.
Forms from the feather logo were then used to create cultural patterns that reinforce the values of the brand. For example, the pātiki pattern which represents an interconnected community in harmony with people and place.
The Design Team:
Creative Direction – Johnson McKay
Design Director – Tim Hansen
Design – Niki Chu and Salem McKay
Animation – Malachi McKay
Ira Aotearoa (Linkedin)
The Client Team:
He Āhuru Mōwai – Māori Cancer Leadership Aotearoa