Empowering rainbow and takatāpui communities

A team of queer creatives with a strong commitment to their community and Tiriti-centered approaches crafted a meaningful and memorable visual identity. The goal was to establish a genuine brand that represented and provided opportunities for takatāpui and rainbow communities at Massey University. This vision led to the creation of Kāhui Irarau, a platform offering a safe and inclusive space for support, connection, and initiatives promoting diversity and inclusion.

A gif displays the visual identity of "Kāhui Irarau" with the background and logo flashing in various brand colours.
A collection of canvas tote bags featuring colorful designs. One bag displays a blue circle with text displaying a whakataukī. Other bags have bold, text-based designs in various colors such as orange, green, pink, and blue.
Posters and diagrams from a naming workshop, featuring circles, text, and large typography spelling 'THE WORKSHOP.'
Collage of survey results with colorful charts and text boxes, overlaid with the words "THE SURVEY" in bold black letters.

Strategic approach

Taking a co-design approach to ensure fair representation and meaningful engagement with the community, prioritising collaboration, feedback, and iterative design.

  • Involving the community by engaging users and staff in the design process to reflect their voices in the outcome.

  • Facilitating workshops and ideation by running a collaborative workshop in Wellington that used design thinking exercises to generate ideas for brand names and positioning.

  • Launching a survey for inclusivity through an internal campaign, gathering insights from alumni, students, and staff across campuses and distance learning networks, receiving over 120 responses.

  • Refining design decisions based on user feedback, identifying key themes such as the need for a safe space, the drive for positive change, and the preference for a Te Reo Māori name.

Creative typography exploration with the words 'Aniwaniwa,' 'Nga Manukura,' and 'Kahui Ira Rau' in various artistic styles.

Responsibilities

  • Leading creative teams by managing two separate teams—one for the discovery and brand development phase and another for the production and execution of the brand.

  • Facilitating workshops and research by guiding design thinking exercises to capture brand names and positioning ideas.

  • Developing and analysing surveys by designing an online survey in Qualtrics XM, crafting inclusive questions, and ensuring broad engagement.

  • Interpreting data and reporting insights by categorising survey responses, structuring the data for analysis, and presenting findings through clear visualisations.

  • Providing creative direction and mentorship by matching team members’ skills to workflow tasks, supporting their growth, and ensuring quality assurance throughout the creative process.

  • Engaging stakeholders by leading creative meetings, gathering feedback, identifying key takeaways, and streamlining the planning and execution of the project. 

Three colorful posters on a concrete floor: the first is purple with yellow text in another language; the second features colorful feather illustrations; the third is green with blue text about connecting communities. Each has a "Kahui Kā" logo at the bottom.
Illustration of colourful feathers in various shades of blue, purple, green, orange, and brown arranged artistically. The feathers are depicted in different styles and sizes and displayed on a multi-colored background.

Tiriti-centered approach

Taking a Tiriti-centered approach to ensure that the platform authentically represented and uplifted the voices of takatāpui and rainbow communities. Central to this was the gifting of the platform’s ingoa, which held deep meaning and significance.

  • Engaging in a collaborative process through several months of wānanga, intention-setting sessions, and hui to ground the project in kaupapa Māori.

  • Receiving the gifted name from doctoral candidate Ngawiki-Aroha Rewita, with support from Associate Professor Hone Morris and Connor McLeod.

  • Honouring cultural significance with Kāhui representing a flock or grouping, while Irarau symbolising diverse life principles, genetic make-ups, and genders. The platform’s kaupapa aligns with the whakataukī, e koekoe te kōkō, e ketekete te kākā, e kūkū te kererū, acknowledging the natural diversity of rainbow and takatāpui communities.

Collage of promotional materials for the launch of a platform connecting takatāpui and rainbow communities. Features include an article with a group photo from an event, and a smartphone displaying social media posts showcasing community activities and a mascot wearing a costume. Text highlights the platform's dedication to diversity and support for these communities.
Image of a brand guidelines booklet titled 'Kāhui Irarau Brand Guidelines.' The booklet includes several pages showing graphical elements, color palettes, and design standards with text and images of feathers. Different colors and their codes are displayed across multiple pages.
Colorful grid of logos with "Kahui Irarau" text in various font colors and backgrounds.

A vibrant and meaningful visual identity

Creating a visual identity embodying a rich narrative and symbolic depth, drawing inspiration from the hero manu (bird) and showing a connection with the pride flag and the university’s brand colours.

  • Developing a flexible colour palette featuring interchangeable light and dark tones for versatility across applications.

  • Crafting a unique logotype with a hand-drawn approach that mirrors tail feathers, reinforcing themes of individuality and community.

  • Illustrating symbolic feathers in various shapes, sizes, and colours represents that we are all made with unique qualities.

  • Designing meaningful feather arrangements where tūī feathers symbolise wisdom and the sky, kererū feathers represent the forest, food, and vitality, and kākā feathers embody support, the Earth, and ancestral connections.

  • Selecting typography and graphic elements that contribute to a visual identity that is both celebratory and deeply rooted in kaupapa Māori.

Impact

Kāhui Irarau has had a tangible impact on the university community, improving student wellbeing, fostering connections, and enhancing academic retention and outcomes.

  • Increasing engagement by delivering the university’s first-ever rainbow orientation across all campuses, engaging over 600 students.

  • Strengthening community presence by interacting with over 1,500 visitors at Big Gay Out and Out in the City.

  • Achieving fundraising success by participating in Sweat with Pride, raising over $5,100 to support rainbow communities.

  • Expanding the platform’s reach by growing its social media presence and increasing awareness and engagement.

  • Celebrating a successful launch with ninety attendees marking the beginning of a transformative community initiative.

  • Gaining sector-wide recognition by presenting at the Cross-agency Rainbow Network Conference, sharing insights on indigenous knowledge and fostering connections within the tertiary sector.

  • Gaining recognition at the 2024 Rainbow Excellence Awards by taking out the Supreme Award and Impact Award.