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Strategy design concept

For the design of the strategy we wanted to embrace Massey University’s diverse range of beliefs. We decided to focus on the concept of past, present and future which is communicated in the strategy itself.

Māori believe that their future is behind them and their past is in front of them in contrast to Pakeha who believe the opposite. We wanted to encourage these two contrasting ideas by allowing the strategy to be read in any order from front to back or vice versa. We did this by separating the strategy into cards allowing them to be pulled out and read in any order. The sleeve which holds the cards acts as a kete encasing all the knowledge within. The functionality of the cards and sleeve enable a sense of fun and interactivity for the user while reading.

A cross pattern is die-cut from the front and back of the sleeve, allowing an overlapping and reveal of different colours and elements. The cross pattern was developed from a Poutama pattern created by Georgia our undergraduate designer.

We took elements from the Poutama design to create a cross pattern that alludes to Tane’s journey to the heavens seeking the three baskets of knowledge. We wanted to emphasise the idea of seeking knowledge and moving forward with this pattern. We feel the repetition of the single crosses coming together to create a whole represents the University’s diversity and its unique positioning as a treaty-led academic institution.

The Strategy uses the Massey colour pallet employing blue and gold on the sleeve representing the University as a whole encasing all the different components. The strategy itself encompasses Massey’s secondary colours with each component having a different colour. This helps with the usability and recognition when finding the card you want.

Design team

  • Open Lab:
    • Connah Hazelwood | Designer
    • Michael Kelly | Designer
    • Georgia Bailey-Murdoch | Ngāi Tahu/Kāi Tahu 
      (Undergraduate student)
  • Professor Robert Jahnke ONZM | Ngāi Taharora, Te Whānau a Iritekura, Te Whānau a Rakairoa o Ngāti Porou

Te reo Māori advisers

  • Professor Meihana Durie | Rangitāne; Ngāti Kauwhata; Ngāti Raukawa Te Au ki Te Tonga; Ngāti Porou; Rongo Whakaata; Ngāi Tahu
  • Hone Morris | Ngāi Te Rangitotohu ki Rangitāne, Ngāti Mārau ki Kahungunu, Ngāti Maru ki Rongowhakaata
  • Doc Ferris | Ngāti Kahungunu, Ngāti Porou