Brief

To create a visual identity for the Royal Commission COVID-19 Lessons Learned that was informed by and highlighted their chosen Māori name: Te Tira Ārai Urutā.

The purpose of the Royal Commission is to strengthen New Zealand’s preparedness for, and response to, potential future pandemics. The Māori name reinforces these ideas, emphasising the need to come together, take a journey and arrive at a destination to be prepared for next time.

Approach

Working closely with a Māori advisor, the insights we gathered together led us to the concept of a waka huia decorated with the pūhoro pattern, being guided by the Māhutonga (Southern Cross). These elements coming together represent a vessel of treasured knowledge, moving forward with agility and respect, on a shared journey. 

Outcome

The logo is a considered reflection of the name that was chosen so carefully for Te Tira Ārai Urutā.

Using additional supporting tohu to represent the journey ahead and behind us, we have created a cohesive look and feel for the Commission that carries across the entire brand, giving a visual articulation of the messages from the Māori name.