Tau Mai Te Reo is the Maori Language in Education strategy developed by the Ministry of Education to encourage, support and strengthen Maori language in New Zealand.
We were tasked with designing the strategy document, creating both Maori and English versions and all associated collateral to promote the launch of the publication from posters to brochures, banner stands and Powerpoint presentations.
The vision for Tau Mai Te Reo is for the language to thrive and cloak the land and people. We used the Tui as a metaphor for the plight of Maori language. The textural image of the tui wing and feathers resembles a korowai of language that cloaks the land. The Tau Mai Te Reo icon depicts a pa haraheke (flax bush) which represents the intergenerational transmission of language, the different pathways of language learning and the ara (sections) within the document.