With the brand values of brave and courageous, nurturing and holistic, transformative, responsible and irresistible we knew we needed to create a brand which was bold, confident, fresh and alive.
Our design needed to be robust and campaignable, with the strength to cut through a very crowded fundraising market. Respect to the Māori culture was imperative, but needed to be combined with a modern European approach.
The Māia brand was created and executed with a focus on the various lifecycles the brand could take. From an initial teaser communication strategy to get them noticed and sew the seed of something big coming, to the final ‘asks’ required for the projects being funded for.