Fresh From The Field – ‘Auckland Transport Brand & Culture’ By ‘Ira’
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.
Want to submit your own work to Fresh From The Field? Fill out the FFTF form here.
“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.”
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
Tipa Compain – Māori Relationship & Policy Manager
Lilian Tahuri – Head of Māori Engagement