“In 2019 Ira was invited under the leadership of Tipa Compain, the then Māori Relationships & Policy Manager, to develop a set of principles that define Auckland Transport’s commitment to Te Tiriti o Waitangi and how Māori values can guide the strategy and direction of Auckland Transport. This work led to the first ever set of Māori principles adopted by Auckland Transport as brand values.”

Design Response 

After the values were ratified by the Board of Auckland Transport, we continued to work with Lillian Tahuri, Head of Māori Engagement to develop an artwork that would express the role of cultural values and Te Ao Māori to the brand of Auckland Transport.

Waka navigation was an important aspect of how Māori connected and maintained relationships. The taurapa, or stern of the waka became our inspiration. Each element of the taurapa artwork was carefully co-designed with Ira’s Creative Director, Johnson McKay (Ngāti Mahuta, Ngāti Porou, Ngāti Rongomaiwahine) and Toi Māori Graham Tipene (Ngāti Whātua, Ngāti Kahu, Ngāti Hine, Ngāti Haua, Ngāti Manu). Each element of the taurapa can be separated into distinct elements for use within the visual system.

The cultural elements are used across business collateral, vehicle graphics, advertising and brand for a holistic representation of Te Ao Māori.