About this project
TEDxChristchurch approached me to create the branding and advertising collateral for their 10th anniversary event. The theme was 'Tūrangawaewae' — the place you belong.
In keeping with this theme, I wanted to create a truely bi-cultural event. So, in collaboration with Matapopore (Ngai Tahu’s cultural agency), I commissioned a prominent Ngai Tahu artist to use the ‘x’ in TEDx’s logo to create a tukutuku panel representing the themes of tūrangawaewae and telling the story of Christchurch.
My design team then turned this design into the international symbol of belonging — a flag — where people from all walks of life could celebrate their tūrangawaewae.
Agency: Strategy.
Creative direction & brand strategy: Rupert de Paula.
Design Director: Chris Flack.
Designer: Liam Ooi.
Film and motion directed by Simon Waterhouse at Resonate.
Photography by Nancy Zhou.
Tūrangawaewae tukutuku panel design by Morgan Mathews-Hale.
Awards:
AGDA, Distinction, Print Campaigns
Best: Bronze, Product Design. Finalist, Design Communication & Film (Short form).
