Te Urungi : helping Aotearoa bring creative ideas to life in a collaborative way

Challenge

The Cultural Sector Innovation Fund managed by Manatū Taonga was designed to support and transform Aotearoa’s creative sector by fostering innovation, sustainability, and accessibility. Delivered through a series of nationwide events called Te Urungi: Innovating Aotearoa, the initiative required a compelling visual identity that could unify diverse communities and inspire creative participation. The challenge lay in delivering a high-impact, cohesive campaign across multiple mediums and locations within a tight time frame.

Approach

I collaborated with design agency Ira and Waka hourua expert Matahi Whakataka-Brightwell to develop a visual narrative that embodied guidance, support, and transformation. The design brief focused on expressing how the creative community would be empowered through the Te Urungi Innovation Fund. A suite of visual treatments which worked in unison with the Manatū Taonga brand were developed, forming the foundation of a comprehensive visual identity and style guide. This identity was applied consistently to ensure clarity and cohesion.

This campaign was delivered by several cross-ministry teams, where I provided oversight to ensure outputs were delivered on time and within budget. Despite a fast-paced and complex nationwide schedule, I maintained high production standards across all print and digital outputs. Accessibility was a key priority, and we commissioned several alternative formats, making them available through our website.

Outcomes

The campaign successfully engaged creatives across Aotearoa, contributing to increased sector resilience and participation. The visual identity not only resonated with the community but also earned industry recognition, receiving a Best Design Award in 2021. This project demonstrated the projects success of a co-design cultural design partnership.