Falcon tohu a ‘visual korero’ reconnecting iwi to their spaces, stories
RONGOWHAKAATA Iwi Trust (RIT) says its new brand is a significant engagement initiative that has brought the iwi’s unique history, ancestral stories and artistic prowess to the forefront.
The trust launched the brand at an online event at midday today.
Months of research, stakeholder consultation and design work has been encompassed and reflected in a single visual tohu (symbol).
“We needed a visual that we could identify with as Rongowhakaata,” RIT chairwoman Moera Brown said.
“The branding initiative was an opportunity for us to correct the narrative in Turanga around our mana whenua and history, and also to be more visible in the community.
“It was about establishing a way for us to reconnect to our spaces and unique stories.”
In March 2019, RIT’s board initiated a branding strategy aimed at creating a new and unique Rongowhakaata visual with which all people of the iwi could identify.
Stakeholder engagement hui ensued, including an online survey to find out what resonated with their people.
The brand design strategy and brief would then be passed on to an artist to create the final visual.
In February 2020, an expression of interest was launched by the trust to attract Rongowhakaata artists.
Seven artists were initially chosen — Taupuruariki Whakataka-Brightwell, Ephraim Russell, Tama Ratapu and Phila Lagaluga, Matangireia Yates-Francis, Tirakarere Apaapa and Brandon Terekia.
Once they submitted their design proposals, RIT went back to the people for feedback.
Three artists stood out — Tama, Phila and Ephraim — so the board decided they should collaborate to produce the final design.
Ms Brown said research and stakeholder consultation yielded a wealth of information. Most people gravitated towards the story of Rongowhakaata shapeshifting into a bird.
Rongowhakaata had always been an iwi of artists and innovators, she said.
Tipuna (ancestor) Raharuhi Rukupo was the creator of the whare whakairo (carved meeting house) Te Hau ki Turanga, which is considered to be the most sophisticated example of Maori art.
Built with steel tools in 1842, it is not only the oldest surviving whare but also stands as an indication of the iwi’s ability to adapt to new technologies.
Te Hau ki Turanga was confiscated by the Government in 1867 during the Land Wars — a reflection of the fate of Rongowhakaata people being dispossessed from their Rongowhakaatatanga.
“Nonetheless, iwi tipuna forged on and found solace through art by creating wharenui (meeting houses) such as Te Mana o Turanga, Te Poho o Rukupo, Te Kiko o te Rangi and Te Poho o Taharakau,” Ms Brown said.
In these wharenui, Rongowhakaata find their genesis story and unique history preserved and perpetuated for future uri (descendants).
It was a testament to the strength and resilience of their tipuna and their ability to continue the legacy through art despite the colonial reality, she said.
“Today it is important to carry on this legacy and find a way to unite Rongowhakaata people through a brand that represents who we are,” Ms Brown said.
“Mauri whenua, mauri tangata, mauri korero (we all connect back to the whenua of Rongowhakaata, wellbeing of our people is reflected in the connection to the land, our ability to reflect our stories and tell our stories),” Ms Brown said.
“RIT is the modern-day entity that holds responsibility for retaining the mauri (life force) of our whenua (land), which sustains our people who sustain our connections with korero,” Ms Brown said.
“The brand launch is our visual korero that provides another way for us to tell our stories in our way.
“It is a reflection of the karearea (New Zealand falcon) soaring high over the lands from Pouawa to the Wharerata and Hangaroa.
“It reflects the ability for our tipuna to shapeshift and use karakia (prayer) and incantation to direct manu aute (kites) in the skies.
“It connects with the planting of kumara and recognises the role of Hinehakirirangi and Turahiri — strong women in our lineage who sustained our people.
“The adaptability of the design reflects our strength in being innovative in our arts but at its essence still retains the pitau manaia kowhaiwhai patterns that reflect our cultural richness,” Ms Brown said.
The trust decided to conduct an online launch of the brand as an example of its ability to innovate and use digital technology as a communications tool.
“Our brand is the flagship of the trust’s communication strategy and a hallmark of the stakeholder engagement we want to maintain”, RIT general manager Amohaere Houkamau said.
RIT also took the Covid-19 situation seriously and this was another way for them to avoid mass gatherings.
IMPORTANT SYMBOL: Over two years of work by Rongowhakaata Iwi Trust has resulted in the creation of its own brand imagery displayed by (from left) trust general manager Amohaere Houkamau, communications officer Mareikura Whakataka-Brightwell and chairwoman Moera Brown.Picture by Rebecca Grunwell
Rongowhakaata Iwi Trust
