Where mātauranga meets modernity—transforming government communication through authentic cultural integration that bridges worlds and builds understanding.
The revitalisation of Te Puni Kōkiri's design system required a sophisticated understanding of both contemporary design principles and traditional Māori cultural values. As New Zealand's principal advisor on government-Māori relationships, Te Puni Kōkiri needed a visual identity that authentically reflected the integrity and cultural foundation of the organisation, while meeting the functional demands of a modern state agency. The design challenge centered on creating a system that would honour tikanga Māori while providing clear, accessible communication tools for diverse audiences across government and community sectors.
The design system draws inspiration from te taiao (the natural world), which is inherent in Māori culture and worldview. Iconic desktop photography featuring kūmara and native flora creates a "graphic landscape" that references creation stories and the interconnectedness of all life forms stemming from Ranginui (sky father) and Papatuānuku (earth mother). This approach moves beyond superficial cultural decoration to embed genuine Māori concepts into the visual framework. The four-category enabler system—Whakamana (Influence), Rawa (Resources), Mātauranga (Knowledge), and Te Ira Tangata (Wellbeing)—provides both organisational structure and cultural meaning, with each category represented through specific natural elements and traditional patterns that connect to deeper spiritual and practical concepts.
Agency: Brian R Richards Limited Brand Strategists
