Tohu Māori mō TVNZ

We built a strong relationship with TVNZ through our work together on the 2021 America’s Cup Event. So in 2022 TVNZ came back to IDIA to see if we might help them develop bicultural design elements to support their recently updated Vision and Values. 

Te Reo Tataki o Aotearoa (Television New Zealand) have been journeying to redevelop the values and vision that anchor their organisation. Through this mahi, TVNZ wanted to express how they are a voice for all communities, inspiring conversations throughout Aotearoa.TVNZ also developed several values Kia Maia (Being Brave), Aotearoatanga (New Zealandness), Mana Reo and Manaakitanga, through this work. Each of these values needed unique tohu (designs) to help visually express the meaning behind the values. A key challenge with this mahi was how we might create tohu that connects with Maori and bring in our Pakeha, tangata tiriti and Pasifika whanau. The other key challenge was how might the tohu we make for the different values connect and relate to one another in a seamless way.

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IDIA's approach to the project, as with every project, firstly involved undertaking research into our project partner's whakapapa. Rukuhia te whakaaro, rukuhia te whakapapa. We want to know their history, connections and commitments to Te Ao Maori, so we know our mahi is pono (true) and genuinely connects to their identity. Following this high-level research, we explored the key values in depth, using brainstorming and word maps to link to pūrākau and korero within Te Ao Maori. This critical phase ensures that tohu and tauira Maori that we create are appropriate for the kaupapa. Rather than applying Maori designs to non-Maori ideas, our work helps articulate the already Maori ideas.

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