Telling the story of a taonga.
‘Motutapu’, meaning “sacred” or “sanctuary” island lies in the Hauraki Gulf joined to its more famous neighbour Rangitoto. It is made up of some of the oldest rock in the region, dating back to 260,000,000 B.C. A pest free haven of protected archaelogical and historic sites, replanted forest and restored wetland and pasture.
Our client Motutapu Restoration Trust is a charitable trust that depends on the generosity of the community and an army of planting volunteers and fundraisers to restore Motutapu Island. Together they are both a destination and a cause - increasingly vying for attention and relevance.
Through workshops with key Trust members, new language and brand architecture evolved to create clear messaging. The trusts vision became - 'To set a global benchmark for ecological regeneration and community partnership.' The brand essence - 'passion passed on.'
The Island itself received a tagline to easily identify its location and difference to both local and international visitors - 'Auckland’s Ancient Island Sanctuary.'
With language in place, the focus turned to the identity and design system. The marque needed to evoke this ancient landform, its geology and geography, cultural and historical past of early Maori settlement to farming, maritime playground and World War 2 defensive position.
After extensive research and visits to the island the directions where narrowed down resulting in bespoke, weathered lettering.
A flag housing device influenced by maritime, military and Maori flags was also developed, creating a robust and cost effective identity system able to be used in stamps and stencil form.
A hand stitched heavy canvas flag was crafted by volunteers to fly on the Island with stationery and promotional items also developed for both on and off the island.
The new language and design system has helped reinvigorate the volunteer effort and provide a platform for the island to find its place in the tourists calendar.