Stage 01
Whakapapa
Establishing where the work comes from, who holds mana over it, and who carries it forward.
Methodology
Kaupapa Māori visual systems
Tā Aronui is the design methodology we use - it's a structured method for creating culturally resonant visual systems with integrity, authority, and care.
This method comes from years of wānanga, kōrero, influence from artists, whānau, cultural advisors, and our own experience, into this current form.
The kupu comes from ta which can be to print, publish, carve out etc and kete aronui, basket of knowledge of aroha, peace and means of creation.
The method
Every project moves through four phases - from what has come before, into potential, into making, and finally into release and completion.
(01)
Te Ao Tūroa
The enduring world - what has come before.
- Lineage
- Authority
- Custodianship
(02)
Te Kore
The realm of potential - the void before form.
- Seeking
- Gathering
- Discerning
Stage 02
Wānanga
Working alongside custodians and beneficiaries to surface the knowledge the work needs.
(03)
Te Pō
The realm of becoming - where the work takes shape.
- Ideating
- Designing
- Creating
Stage 03
Iho
The core visual idea at the heart of the work.
Stage 04
Tohu
The primary visual identifiers that carry meaning.
Stage 05
Pae
The system extended across applications and formats.
(04)
Te Ao Mārama
The world of light - the work released into use.
- Achieving
- Affirming
- Stewarding
Stage 06
Whakamana
Cultural review, formal sign-off, and ongoing care of the work after release.
Every stage is supported by defined outputs, safeguards, and cultural review, ensuring the final system carries both creative strength and cultural integrity.
Craft your idea
into a clean
creative brief.
Walk us through your kaupapa using our guided intake tool. In five minutes, we'll have what we need to offer a clear path forward.