Te Ohu Kaimoana Annual Report

We were asked by Te Ohu Kaimoana, the Maaori Fisheries Trust to create a meaningful and authentic design for their 2018 Annual Report.

We developed an innovative use of Maaori koowhaiwhai, blended with photography and beautiful graphic design to convey a narrative centred in Maaori thought and values, to express the essential connection of Iwi Maaori to the environment, natural resources, whaanau and community.

The Design Narrative

Te Ohu Kaimoana’s guiding principle is the whakataukii “Ka ora ki tae, ka hua ki uta.” A thriving and healthy ocean ensures a thriving healthy people. The Annual Report commences with a mihi (greeting) from Jamie Tuuta, the Chairman of the Board.

It is an eloquent narrative of a manu (bird) that soars high above the land and sea to get a broad, expansive view of the environment and the people being given life from it.

The manu soars over the mountains, following the rivers that sparkle and carve their way back to the ocean. This journey from ocean, to mountain, to river and back to the ocean is a beautiful expression of the cycle of life within Iwi, hapuu, hapori and whaanau and the essential need for this cycle to continue, for our people to flourish.

The design narrative expresses the flight of the manu throughout the pages of the book, with the ultimate landing place of the manu being within whaanau, being nurtured by food from Tangaroa.

Photography & Koowhaiwhai

Erica Sinclair was commissioned to capture the narrative through photography, expressing the journey of the manu. The birds eye view photography represents Te Ohu Kaimoana’s strategic role. Imagery of whaanau connect that strategic role with grassroots benefits for people. To support the photography, Fly created a bespoke koowhaiwhai that expresses the forward momentum and mauri (energy) of the manu as it purposefully moves forward. The Koowhaiwhai tells the story a continuous journey towards a sustainable future for all Iwi Maaori.

The design adheres to key components of traditional koowhaiwhai design. It can be reflected or slide repeated enabling it to be used to frame content, direct attention through content, or to adorn content.

It also was created in three levels of complexity for various uses, such as over photography or as a stand alone piece of design. This was created as a taonga for Te Ohu Kaimoana to use as a brand asset and was gifted to them as a series of custom printed artworks to share with staff and key stake holders.

Te Reo Rangatira

Te reo Maaori is as beautiful an adornment as photography or koowhaiwhai. To support the narrative we incorporated four whakataukii that speak to the themes in the Annual Report.

Themes of manaakitanga (hospitality), kotahitanga (unity) and balance between environment and people. These whakataukii speak to the value of our natural resources and the benefit to whaanau.

Papaki kau ngaa ngaru o mihi ki ngaa Rangatira o Te Ohu Kaimoana. Naa koutou i whakapeto ngoi kia whakakotahi ai te Iwi Maaori ki te hoe, hei whakaora te moana, hei whakaora ai te iwi anoo hoki. He mihi, he mihi, he mihi whakamiha ki a koutou.


Client - Bede Dwyer, Dion Tuuta
Creative Director - Johnson McKay
Design Director - Tim Hansen
Koowhaiwhai Design - Tim Hansen
Design - Jason Fantonial
Animation - Storm Smith
Photography - Erica Sinclair
Te reo Māori Strategy - Johnson McKay