Description:

Recently, Whanganui was designated a UNESCO City of Design, joining the UN Creative Cities global network. Strategically, the designation provides a strong story for Whanganui's creative industries to leverage and build on. It elevates the region's design lineage, acknowledging the craft of iwi who have resided in the region for centuries, as well as the city's architectural heritage, and ever-growing community of makers and businesses based in Whanganui.

We were approached to develop a brand and communication pieces that become useful tools for its design industry, that adds a valuable storytelling layer to exported products, and that raises awareness both within the community and further afield.

The idea of a strong tohu (badge) was agreed upon as a simple way to quickly and clearly associate products, businesses and events with the designation.

The story of Whanganui and its design culture is one that is always in relationship to the awa (river) itself. An enduring presence that flows right through this place. The tohu we created symbolises design that is shaped by the awa.

The awa is always flowing and evolving. It starts from a single mātāpuna (source/wellspring) and gradually builds momentum and shape. It grows and is fed by many tributaries. It moves with intent and purpose, adapting and changing based on the conditions, until it reaches its destination. Much like the awa, design follows a similar journey, over time shaping the environment around it, and nourishing the people.

The tohu has become a frequently seen symbol on shop fronts, local websites, and communications. Digital and physical tool packs have been created with useable assets, adhesive decals, banners, flags and other storytelling material. A website was developed that centres the story of design in Whanganui, helping to educate and establish its design lineage, and instil pride in place. All pieces design to a high standard to in themselves emphasise this City of Design.