Empowering South Pacific brands to go big.
Nui Creative, a NZ based Māori and Pacific marketing agency helping South Pacific brands go big. NUI; (Maori/Hawaiian) Great. Big. Vast. Abundant. Nui Creative is centred around the belief that the South Pacific is home to some of the best ideas in the world. Nui needed a visual identity to reflect the Indigenous nature of their kaupapa. It needed to be grounded in te ao Māori and the cultures of the South Pacific region.
Leilani Fokelau Co-Founder - Nui Creative
We partnered with Nui Creative to create a brand that would represent them and put a stake in the ground, as a leading cultural creative agency. The brand needed to be scalable as more services are added to the Nui offering as they grow.
The main elements that make up the NUI word mark and subsequent patterns and brand elements:
The pandanus leaf. This is found across Moana-Nui-a-Kiwa and its leaves are widely used by women to painstakingly process and weave fala (mats) and garments. Tabua. The polished teeth of a sperm whale. These treasured taonga are held by Fijian families as heirlooms and traditionally are ceremoniously gifted to signify atonement, marriage and honour. The primary colour is inspired by the traditional tatau ink, It was created by grinding natural materials like candlenut or lama (Samoa).
The purpose of the Nui rebrand was to create a unique platform from which to communicate the elements of not only their services but of the culture and heritage that underpins their organisation. As a result of this new brand system, Nui have been able to expand their offerings in ways that are easily communicated, visually impressive and that remain true to the origins and cultures of their founders and audiences. The new Nui brand has prompted multiple positive responses from current and prospective Nui clients. Our clients have often used the brand as a reference of the calibre they’re looking for. As a result NUI has been able to establish itself as an authority on brand within our sector, and a clear example of what can happen when brand, story, culture and function collide.
