Description:

Wai o Taiki Bay and the Tāmaki area of Glen Innes, Point England and Panmure can lay claim to a long and fascinating past, much of which has revolved around its rich coastal areas and central location. From early Maori settlers who enjoyed the fruits of the fertile volcanic soil and shellfish beds, later to returned servicemen and immigrants who see the potential of the suburb as a new community and home, close to many of Auckland’s amenities.

Today these three vibrant communities with strong connections to the whenua are undergoing quantum change. Over the next two decades, the Tāmaki Regeneration Programme is bringing 10,500 new healthy, modern homes, and upgraded streets, parks and town centres to the area. It’s also working with mana whenua, locals and our partners to enhance wellbeing for all in Tāmaki.

Tāmaki Regeneration were seen as those responsible for pulling down family homes and disrupting the community. Our brief was to create a new brand identity that would shift perceptions toward a more positive future and help galvanise the three communities as one with a sense of pride in their existing unique and vibrant identities.

Uniting the three communities was central to the strategy and execution.

Tāmaki’s story is woven from three threads, with three points of view. three suburbs: Glen Innes, Point England and Panmure coming together to make something greater, bigger, more
inspiring. three mana whenua: Ngai Tai Te Tāmaki, Ngati Paoa and Ngati Whatua helping to guide our journey.

Three sides: the place, the people, the potential. River, mountain, sky. Past, present, future. Tāmaki is a place where there are three sides to every story.

Our core icon is the Tapatoru or triangle. It reflects the three sides of Tāmaki that balance, support and strengthen each other. Three sides, one vision, stronger together. The three sides to represent in every story.

It’s a Niho (shark tooth) - strong, adaptable, protected. It’s a Whare representing home, family and traditions. It’s Mt Wellington - Maungarei inspiring us to rise. It’s an Arrow navigating us forward. It’s a heart symbolising acceptance, harmony and pride. It is a hand symbol, identifying and unifying residents with a sense of pride.

The brand name shortened to Tāmaki - the nam encompassing the three combined communities.

The word mark is uniquely styled with simplified A letter forms – the macron of the first representing a cloud above Mt Wellington, the maunga rising above the area.

Overpass Mono was selected as the core font to bring the reassurance of order and organisation as well as the clarity and legibility important for multilingual communities.

The Tāmaki identity proved itself to be both strong and singular as well as flexible enough to be applied simply across all applications and comms. The repeated use of the number three both visually and through language creating a strong sense of equity and unity for the three communities while language and authentic, locally sourced imagery built a more positive outlook for the future.