Centre of Māori and indigenous wisdom
Founded in 1987, Te Whare Wānanga o Awanuiārangi is the only wānanga in Aotearoa that can take tauira (students) from a certificate to doctoral level. We partnered with them to create a more modern, user-friendly design system while remaining true to its roots in Māori and indigenous wisdom.
Learning that connects
We took functional brand messaging and reworked it to emphasise the role of this whare wānanga in connecting cultural heritage with future opportunities. An important element of the story was developing a more conversational, warm, and empowering tone of voice. We did this by speaking directly to tauira using a second-person voice, acknowledging their unique journeys and the importance of cultural identity in education.
Revitalised colours
We refreshed the design system to integrate cultural depth with modern elements. The primary colours of green, red, and white are deeply symbolic – representing tears, bloodshed, and new beginnings, respectively. These are supplemented by a secondary, brighter colour palette to allow flexibility and vibrancy without losing the essence of the brand.
A balanced typeface
We chose Martina Plantijn for the main typeface, for its historical significance and modern functionality, echoing the cultural and contemporary aesthetic of the brand. Paired with complementary fonts, typography works harmoniously across print and digital formats, ensuring readability while maintaining an authentic, sophisticated style.
A powerful pattern
Intrinsic to the brand’s DNA is a visually stunning but underutilised brand pattern. It intertwines the meeting of two people – symbolic of face-to-face learning – with Ahuatanga Māori, represented by three diamonds: Te reo (language), Tikanga (customs), and Mātauranga (knowledge). We reimagined this pattern as a key component of the brand – not only beautiful, but distinctive and ownable.
Authentic moments
The brand’s new photography style captures authentic, engaging moments
of cultural and academic life, illustrating the integration of Māori heritage with modern education. These images showcase real interactions among tauira and educators, enhancing the institution’s narrative and connecting deeply with the community.
Stepping into the future
This strategic brand refresh has not only provided Te Whare Wānanga o Awanuiārangi with a more flexible identity system, but helped solidify its position as leader in Māori education while extending its reach to a new audience.
