Te Herenga Waka—Victoria University of Wellington 2024

Taiawa
Branding project for Taiawa Wellington Tech Hub

This tohu (sign/mark) symbolises our deep connection with the moana (sea), awa (rivers), and the currents that guide us through new days, journeys, and paths ahead.
It reflects the strength of communities, the power of collective ideas, and the unity of individuals coming together to achieve shared goals.

The flowing design of the tohu honours the journey of the awa (river) as it moves toward the moana (sea) and eventually reaches the hands of our people. This continuous flow symbolises the generations of hard work, the shared spaces we inhabit, and the collective efforts that drive progress. It also represents the personal journey of growth, from tauira (students) to interns, and ultimately to kaimahi (workers), as each individual moves forward on their path toward achieving their aspirations. The yellow in the tohu reflects the golden hues of the sun dancing on the water, serving as a reminder of a new day, new adventures, and the endless possibilities that lie ahead. Meanwhile, the deep blue tones evoke a profound sense of focus, as well as representing our connection to the water and our roots here in Te Whanganui-a-Tara (Wellington). The green is a representation of the whenua (land) and the people and communities that connect us to this area.

At its core, this tohu tells the story of Taiawa, drawing inspiration from the collective practice of gathering pipi from our treasured bodies of water. It now represents a vibrant community of creative businesses within the Taiawa space, united in purpose and vision.

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Tohu design