Whybin/TBWA 4 KLIM Type Foundry, ARAHIA Pathfinders, Rangi Kipa Pure Pākati

  • Pou Auaha / Creative Director
    Philip Kelly
  • Ringatoi Matua / Design Directors
    Kris Sowersby, Karl Wixon, Rangi Kipa
  • Ngā Kaimahi / Team Members
    Karl Wixon, Rangi Kipa, Kris Sowersby
  • Kaitautoko / Contributor
    NZ Māori Tourism
  • Client
    Tourism New Zealand
Judge's comments:

This project for Tourism New Zealand, to review and update the globally successful 100% PURE brand, demonstrated rich and meaningful collaboration between Māori and non-Māori designers and between designers, the client and stakeholders.

The final solution to a very tight brief demonstrated a high level of craft and was underpinned by a well considered and robust concept with a compelling brand story.

This is a strategically significant piece of work in positioning New Zealand strongly on the global stage and does so in a way that speaks of who we are and where we are by drawing upon our indigenous culture as a point of distinction.

The judges’ view this is a foundational piece of work on which our national tourism brand and campaigns can continue to evolve.