Ministry of Primary Industries

Tiakina Kauri

What we did

  • Stakeholder engagement facilitation
  • Codesign approach
  • Brand identity
  • Campaign
  • Print and digital design

We were engaged to develop a new programme identity, Tiakina Kauri | Kauri Protection for Biosecurity NZ. We developed the brand through a collaborative engagement process that was facilitated by Atawhai Tibble, our Maori Advisor Partner, with programme stakeholders and codesigning with our Māori Design partner.

Through the workshops we aimed to understand, and share experiences both physical and spiritual with our connection to Kauri forests around Aotearoa, and thus the Tiakina Kauri brand was born.

The name Tiakina Kauri represents the concept of two kaupapa – acknowledging both the physical and spiritual aspects of working with kauri and the wider ngāhere.

We led the engagement and codesign process end to end, following our own tikanga process to develop bicultural brands. We are so thrilled that the resulting brand of our design process is not only engaging but tells a wonderful story.

"Everyone was highly impressed with the two brands presented and the brand story. I just want to acknowledge the hard work that you’ve all contributed to getting this result. Particularly taking us on the journey of developing an effective Māori engagement framework and workshop, led by Atatwhai Tibble who did an exceptional job. Coupled with the Māori designer who enhanced some solid design work. This process and engagement has now become a highly effective tool within MPI.

The journey, while long, has been incredibly worthwhile. I am absolutely stoked that this brand will represent such critical work going forward and will become a well featured brand across our kauri lands and in the hearts of the people.”

Senior Communications & Engagement Advisor