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Look to the Stars.
When colonial laws stripped Māori of their land, they silenced traditional stories and practices passed down through generations. The Auckland Matariki Festival revives the tradition of Matariki the Māori New Year by gathering people to celebrate with kai (food), kōrero (conversation), music, and performances. It is a time to pause, reflect on the past, cherish the present and look to the future. In 2025, the festival was cancelled due to a competing light show, highlighting the need for a stronger visual identity that captures attention while remaining culturally authentic.
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The Strategy
The visual identity celebrates the story of Matariki and it’s connection to Māori people. The name Matariki refers to "the eyes of the god Tāwhirimātea", which can be seen in the 9 stars of the Matariki cluster(also known as pleiades). These stars form the heart of the graphic system. The identity embraces the koru, which represents renewal and growth in the Maori culture and is used to symbolise the celebration of the New Year. The plants and tree-like forms are reaching to the sky to reflect looking to the ancestors and the future. The 9 stars of the Matariki cluster surrounded by cosmic dust reflect the celestial and spiritual connections to Māori culture. The graphic system is extended with Character illustrations dancing with the Piupiu (a dried flax skirt worn for performances)and singing to reflect the spirit of the festival.
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The Outcome
The outcome captures the spirit and celebration of Matariki through a flexible visual system suitable for posters, social media, and signage. By connecting traditional symbols with contemporary design, the new visual identity aims to help the festival stand out while maintaining authenticity.