Explore Tāmaki Makaurau

To inspire visitors to Tāmaki Makaurau to explore our beautiful region we worked with Auckland Tourism, Events and Economic Development and The Department of Conservation to highlight the hundreds of things to love about our home.

Project Overview

Tāmaki Makaurau is the name for Auckland and refers to the many loves of Maki, one of the original inhabitants of the area. It is a metaphor for the richness of the environment and the people that live here, one of the most beautiful places in the world.

There are so many things to love, that capturing them all for the official Auckland Visitor Guide was an exciting challenge.

Explore Tāmaki Makaurau

The artwork conveys the depth of experience that people who visit Auckland can immerse themselves in. This includes our art and culture, food and hospitality and our diverse natural environment.

The resources included a map, with key features to entice people to explore beyond the city centre and promote places and experiences off the beaten path.

The Role of Mana Whenua

An important foundation for this project was to represent the 19 Mana Whenua Iwi that inhabit the Tāmaki Makaurau area and ensure their role was a natural part of the design narrative. This is represented by three narratives embedded into the art. The waka (boat) represents Tāmaki Herenga Waka, which signifies Auckland as a gathering place for people, a place of connection and belonging.

The whare nui (meeting house) speaks to the continuous settlement of the region by Iwi Māori and their role hosts that offer manaakitanga (generosity) to our manuhiri (visitors).The pou (pillar) represents Mana Whenua’s role as kaitiaki (stewards) for the natural resources of the region and as rangatira (leaders) shaping a future for Tāmaki Makaurau. These three illustrations embody the principles of rangatiratanga, kaitiakitanga and manaakitanga.

Resources That Inspire

We created a series of resources with a cohesive design aesthetic across the Auckland Visitor Guide and other visitor resources. In collaboration with the Department of Conservation, KIWA Digital and ATEED we developed a new design for the app Te Kete Reo o Te Taiao, an app to encourage people to explore Tāmaki Makaurau, learn about native species and the te reo Māori for each. We also provided a series of social media content for ATEED and the Department of Conservation to share through social and digital channels.

“We trust fly to deliver authentic content that showcases the narrative of Tāmaki Makaurau in a meaningful way. In this project, we wanted to acknowledge the role of mana whenua and provide visitors with an insight into Te Ao Māori. We believe this project showcases the uniqueness of our land, people and place in an inspiring and captivating way.”
- Jes Sweetman, Māori Product Development Manager, Auckland Tourism, Events & Economic Development


Client - Jes Sweetman, ATEED Māori Product Development
Client - Alisa Sarmountry, Department of Conservation
Creative Director - Johnson McKay
Design Director - Tim Hansen
Design - Storm Smith
Design - Jason Fantonial
App Development - Kiwa Digital