Protected: Brand Identity showcase
Tuakiritanga | Create a Visual Brand Identity
At Māui Studios, our approach to visual brand identity goes beyond logos and colour palettes. We design with intention, weaving together culture, creativity, and strategy to shape meaningful experiences that reflect the essence of each kaupapa we support. Our process is collaborative and is grounded in research, kōrero, and kaupapa Māori values, ensuring that every design reflects the aspirations, tikanga, and mana of those we work with.
In the design world, branding is often misunderstood. While the term is commonly used, it’s not just a logo or a look—it’s about perception. As famously said, a brand is the gut feeling someone has about a business, service, or organisation. That feeling can’t be dictated, but it can be influenced.
This is where visual identity comes in. Identity design is the tangible system that supports and expresses a brand—logos, typography, colour, layout, photography, iconography, and more. It’s how a brand speaks visually to its audience. And while a logo is a key identifier, it’s only one piece of a much larger puzzle.
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Designing with Purpose
We begin by understanding the heart of the kaupapa starting with kupu (words). Through hui and creative wānanga, we identify key attributes, values, and goals that define the brand. These kupu form the foundation of the visual language.
Once we have a clear phrase or central idea that captures the brand’s essence, we collect visual references—textures, photography, patterns, moods, and styles—that align with that identity. This phase helps us and our collaborators get a shared sense of the brand’s direction.
With a solid foundation in place, we begin sketching, testing, and refining the visual elements. From logos to typography systems, we design cohesive elements that reflect the brand’s story, positioning, and aspirations.
Collaboration is Key
At the heart of our process is strategy. We don’t create visuals just for aesthetic appeal—we design with purpose. Every decision is intentional, rooted in the kaupapa and context of the brand. It’s about aligning the design with the values and vision of those we’re working with.
We believe that whanaungatanga is essential to great design. Involving clients and communities throughout the creative process ensures that the final identity is not only visually powerful but also deeply meaningful and representative.
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