ATEED: Tū Mai Identity

Tū Mai is a partnership between ATEED, the tourism industry and communities of Tāmaki Makaurau with the purpose of creating the best visitor experience in the world. Tū mai Tāmaki Makaurau!

The Vision

The vision of Tū Mai is to create the best visitor experience in the world, ensuring we all thrive within a sustainable visitor economy.

Designed to inspire and mentor the tourism community to share true manaakitanga (hospitality) with our manuhiri (guests), Tū Mai prepares people to represent our home with heart, soul and mana.

Brand Identity

The name Tū Mai means to “stand here”, but it speaks more to standing with confidence, being present, confident and anchored in our future.

We designed the brand identity around the narrative of the haka stance. It includes a person with feet firmly planted on the land and hands stretched out to welcome our guests. T is for Tū Mai and Tāmaki Makaurau.

Collateral

To launch Tū Mai we created a suite of collateral to promote the values and ethos of the brand and provide graduates of the Tū Mai program with a badge of belonging and connection. The values of the brand form a clear set of convictions which the tourism industry can embrace and unite around. Tū Mai invites people to stand for these convictions in how they represent Tāmaki Makaurau.

The values of the brand form a clear set of convictions which the tourism industry can embrace and unite around. Tū Mai invites people to stand for these convictions in how they represent Tāmaki Makaurau.

Campaign Launch

Tū Mai is experienced through digital, social, print and workshops that bring the tourism community together to develop their cultural, historical and hosting expertise.

It is a major asset to the future of Tāmaki Makaurau and a great project to embrace a Māori world that brings all our communities to stand with mana and manaaki together. To see the full brand roll our click here.

Contributors

Creative Director - Johnson Mckay
Design Director - Tim Hansen
Designer - Siobhon Joe, Storm Smith, Jason Fantonial
Campaign Director - Adeline Chua
Clients: Ness Freeman, Jess Sweetman, Zac Watson, Kiriana Koni