Graphic design,
identity development
& typography
Te Ohu Kaimoana identity
Identity evolution
Te Ohu Kaimoana sits at the intersection of environmental guardianship, Māori sovereignty, and Treaty justice. In a world of shifting ecological and political landscapes, Te Ohu Kaimoana is required to hold the line determined by its 58 iwi entities and urban representative Māori organisations, against the Crown and influential, powerful international lobbyists.
We collaborated with artist Kereama Taepa to revitalise Te Ohu Kaimoana’s visual identity. Kereama digitally sculpted a marakihau – a moana-dwelling taniwha. In traditional pūrākau, marakihau protect the seas and the people, act as guardians – but can also be known to be fierce, uncompromising and often misunderstood. This became the central metaphor and visual cornerstone of the brand. A physical taonga of the marakihau was 3D-printed and resides in Te Ohu Kaimoana’s head office in Te Whanganui-a-Tara.
We designed a bespoke typeface that took inspiration from Kereama’s sculpture, using the unaunahi pākati that line the haehae in the brows, mouth and horns. There are 58 of these in the sculpture, representing each of the iwi entities.
We scooped a bronze medal at the 2025 Best Awards for this project.
Client: Te Ohu Kaimoana