Fresh From The Field – ‘Auckland Transport Brand & Culture’ By ‘Ira’

3 weeks ago by

Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Design Assembly community.

This week Ira walk us through their recent work helping to develop the first ever set of Māori principles adopted by Auckland Transport as brand values.

Inspired by waka navigation, the carefully co-designed taurapa artwork expresses the role of cultural values and Te Ao Māori to the brand of Auckland Transport.

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The Brief 

“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.”

AT_Taurapa_Ira_Maori_values
AT_Taurapa_Ira_Maori_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.

Studio Design Team 

Creative Director – Johnson McKay

Ringa Toi – Graham Tipene

Design – Tim Hansen, Storm Smith, Niki Chu, Jason Fantonial, Salem McKay

Motion – Malachi McKay, Storm Smith

https://ira.nz/
@ira_aotearoa (Instagram)
@Ira.Aoteaoa (Facebook)
Ira Aotearoa (Linkedin)

Client 

Auckland Transport 

 
Other Contributors 

Tipa Compain – Māori Relationship & Policy Manager

Lilian Tahuri – Head of Māori Engagement

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