Waipapa Taumata Rau, University of Auckland — Brand Refresh.

The goal - to shift brand perception and make higher education more equitable and create a strong and unique brand.

To do this we needed to a create a toolkit that gave use flexibility to go from fun to formal while still feeling like one brand. One the reflected the universities unique place in the world, it’s values and redefined direction. So when the University realigned its marketing strategy paired with embracing the gifted Māori name Waipapa Taumata Rau, it became essential to update its visual identity to align. Working alongside the talented team at Ira, who developed a cultural narrative that informed beautiful Māori graphics, bringing heritage, strategy, and audience together we built a refreshed identity.

I led the creative process: writing briefs, managing feedback loops with the agency, and guiding our in-house team through the process. Together, we co-created the brand guidelines, building on existing legacy while defining a clear, refreshed path forward. Once we had this locked in place the creation mode began as we embraced the branding in all new briefs.