Back in the Rā is a movement; an initiative designed to support and encourage individuals to build their independence and take their pathways into their own hands.
The design elements of the brand were based around the core values of manaakitanga, whanaungatanga, wairuatanga and kaitiakitanga. These are build from solid, strong, bold shapes embodying the mana of this brand, and also has a slight softness in the koru and curves to provide elegance and individualism.
The colour treatment is vibrant and lively and is born from the whakataukī, ‘He iti hau marangai, e tū te pāhokahoka’ – ‘After the storm, the rainbow appears’. The contrast within the colour pallet creates a dramatic effect and demands attention. Together with the logos, also born from whakataukī, provide a culturally inclusive, modern brand.
Below are some of the touchpoints created as part of this assignment which included; branding (and full style guide), advertising, a workbook, posters, pull-up banners, Facebook Event, lanyard name tags and lanyard programmes.
NB. This is a fictional piece of work, created as part of an assignment with Yoobee School of Design.