Matariki – Internal Engagement Campaign

Agency: Insight Creative
Client: Insight Creative - Internal Project
Design Direction: Alice McKeown

This campaign was designed to educate agency staff about Matariki and help to reinforce a positive work culture.

As Matariki is a time for new beginnings, acknowledging the year that has past and looking forward with positivity and hope, I wanted to create an internal campaign that felt aspirational, positive and uplifting, encouraging a moment of positive staff culture. This was achieved through starting the day with acknowledgement of the year that had passed, and setting intentions for the year ahead. Projects that the studio had completed with a Māori focus were revisited and celebrated and shared both internally and externally, through a social campaign.

I wanted to challenge Māori stereotypes and how the culture is typically represented. To do this I introduced a modern colour palette and created a block-like typeface to form the basis of a modern identity. This was supported by a graphic of the Matariki whētu (star) cluster, and photography of the night sky, communicating the origin of the Māori New Year.