kanohi Kitea brand guidelines

Kanohi Kitea Event Concept, Digital Strategy & Brand Guidelines

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Kanohi Kitea

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Event Concept, Digital Strategy & Brand Guidelines

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Table of Contents

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01. Event Concept

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02. Digital Strategy

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03. Verbal Identity

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04. Visual Identity

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05. Mockups/Visualisations

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06. Timeline and Budget

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07. Addendum

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Event Concept

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Introduction 09 Concept Overview

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Target Audience

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Problem Statement

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Concept Narrative 04. Visual Identity

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05. Mockups/Visualisations

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06. Timeline and Budget

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Kanohi Kitea Event Concept

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Introduction Manukau is a diverse community and the Pasifika hub of the world, teeming with talented youth with unique perspectives to share with the world. Panuku’s ambition for Manukau is to infuse the area with more infrastructure, activations, learning opportunities and places for people to come together, in order to better reflect the massive heart and sense of community that already exists there. We’re honoured to play a role in that, offering a way to encourage face to face community engagement over a fun series of activations that will breathe new life into the Manukau Central area and inspire youth to explore a new path.

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Concept Overview

Due to launch Matariki 2022, Kanohi Kitea’s installations take the idea of cycles in order to bring cultural narratives to life in the heart of Manukau.

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One of the activations in this series is a walkway of 6 zoetropes through Hayman Park, telling segments of The Origin of Fire. As the zoetropes spin they tell a piece of the story through animations that can be viewed through the slats of the zoetrope, delighting the user with it’s simple magic. Each zoetrope on our narrative pathway will illustrate a different scene of the story, allowing the participant to wander through and learn more as they go. The zoetropes will be life-sized, constructed from wood, and handspun. A crank mechanism will allow the user to control their pace, and will also trigger the accompanying sound. Plaques at each zoetrope will detail the contents in Te Reo Māori and English, allowing for deeper understanding of the story being told. We see these zoetropes as being something that can be popped up in any location, and can be flat-packed to enable them to be affordably made and transported.

Kanohi Kitea Event Concept

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The second concept involves community participation to create 1000 ropes that will serve as the basis for a projection performance. The process begins with a series of workshops where community members produce ropes, weaving individual threads to form something stronger. These 8.5m tall ropes will be strung up on a steel band creating a 360 screen arena, within which our performance will take place. Due to the volume of ropes required and the evolutionary possibilities for this concept, we foresee the build-up taking several months. The structure could be continually adapted, and could be moved into new neighbourhoods where we would get new community members to add their ropes, thereby tying together different areas in one installation. Timing dependent, the structure would be brought to life in Manukau Civic Square over Matariki 2022 with projections telling the Māori creation story of Papatūānuku and Ranginui. Participants can part the haptic rope screen and enter the large 360 structure where they will be immersed in the visuals and soundscapes of our narrative, experiencing the well-known story in a brand new way.

Based on the feasibility of each concept we’re proposing a two-phase approach, whereby we focus initially on the zoetrope concept and fully explore it’s vast potential, and leave room to implement the second concept at a later stage with a much longer lead-in. The zoetropes can be turned around quickly and adapted to tell any story, and we believe that they will be impactful as a piece of art and a narrative device. We see them forming the basis of a long-term initiative to pop up all over Auckland after their initial stint in Manukau, with the opportunity to get communities directly involved in shaping the stories we tell through them. With that in mind most of our strategy and collateral pertains to the zoetropes as the heart of our project, although both components share a common goal of uplifting the area and motivating the youth to consider possibilities beyond what they may have been exposed to.

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Problem Statement

We are working to address the problems laid out by Panuku, which include:

• Reflecting mana whenua mātauranga and Māori design principles in public realm projects to showcase Māori identity • Providing place-making opportunities to celebrate and showcase vibrant Māori culture including working with rangatahi and supporting te reo Māori to flourish • Uplifting Manukau Central through activations that reflect the community spirit and diversity of the area • Building upon the developments in Hayman Park to further elevate its status as a ‘destination’ playground and community hub for tamariki

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Kanohi Kitea Event Concept

Target Audience

The intention of our project is to encourage young people to pursue a career in creative technologies by exposing them to opportunities in that world.

Currently there’s a growing demand in the industry for young creatives and an opportunity for people, especially for Māori and Pasifika, to make their voices heard amongst the companies that are shaping our country’s future. Due to this we mostly want to target people entering the workforce or considering their future career paths, so our primary target audience is teenagers aged 12-18. We are looking to bring in attendees from the wider South Auckland area, focusing on the community that exists there rather than bringing in people from other areas.

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Concept Narrative User Journey

Immerse yourself in the Zoetrope experience through the perspective of a persona, Maia.

Intrigue

Maia has always been creative but hasn’t had much opportunity to explore that side of herself beyond art classes at school. She’s a year 13 student at Papatoetoe high school but she lives in Manukau and passes by the transport centre every day. Maia starts to see ads on her Instagram feed that tease an artistic installation coming to Hayman Park - her curiosity is piqued as events like this are uncommon in her neighbourhood.

Inform

Over the next few weeks she notices poster boards and bus stops in the Manukau area advertising the event, giving her a bit more information. A couple of weeks before the date of the event she sees another Instagram ad, this time with a lot more detail about the activation. She’s excited and heads to the Instagram page to see what they’re posting and read the comments, noticing a lot of engagement from people her age. She sees that the content is fun and relatable, and it makes her feel excited. At this point Maia decides to attend the event and invites her family to come with her.

Experience

On the night of the launch she goes along with her whanau to Hayman park, parking in the Westfield Manukau mall lot and following the signage to the civic square. They’re greeted by banners for the event and wayfinding that directs them toward the park to begin their trail of fire.

At the park they’re offered a map of the narrative pathway, and Maia is excited to show her family how QR codes work, scanning the wayfinding posters to bring up an interactive digital map on her phone.

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Kanohi Kitea Event Concept

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Maia and her sister run ahead of their parents to the first scene guided by a mesmerising lantern in the distance. Maia and her sister work together to turn the crank and suddenly the scene comes to life. The narrative introduces Māui in the village and as they watch the lantern, they become entranced by the animations that illustrate the story. Eager to hear what happens next they skip along the path guided by their digital map. Her parents take the time to read the plaques describing the scene, delighted to see that they’re provided in Te Reo as well as English. Staff are stationed around the walkway and her parents ask a few questions about the organisers of the event and end up learning about Panuku and their vision for Manukau, which they’d never heard of before.

As the family moves through the series of zoetropes they feel a sense of connectedness to their heritage, and are happy to see the stories of their tīpuna presented in such a moving way. Maia’s sister is drawn in by the lights and action of it all, running around and taking everything in, but Maia is more introspective.

She wonders who organised this whole thing and what that job involves, realising that she’d love to work in a role where she can share Māori voices with the world through her creativity.

At the end of the trail the family are in awe and want to learn more, so they scan the QR codes on a plaque and find the entire animation online as well as a rundown of the goals of the event and some information about future activations.

Maia is particularly interested in the part of the website that talks about creative technologies as a pathway for young Māori and Pasifika, and makes a note to look into this later. There are resources for scholarships and finding more information about different careers.

Extend

Maia shows her sister that Kanohi Kitea is running a competition for tamariki to create their own zoetrope frames, and encourages her to enter - the winner will be exhibited in the park! The family encourages her to enter and decides to make a ritual of attending these pop-up exhibitions whenever they occur.

Maia had shared a few Instagram stories throughout the walk and this prompted several of her friends to attend, all of whom were delighted by the novel concept and fusion of old and new technologies. More importantly, they see Pasifika/ Māori identities being celebrated in the public sphere and they feel seen, valued and optimistic for the future.

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Digital Strategy

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Purpose 18 Vision 19 Mission 20 Values 22

Purpose

1. Inspire young people to pursue a career in creative technologies.

2. Transform the perceived safety of Manukau's public spaces at night.

3. Embrace community spirit in Manukau through participatory design elements that represent the neighbourhood coming together as one.

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Kanohi Kitea Digital Strategy

Our vision is to create a series of engaging installations that will share meaningful narratives and bring communities together.

We will encourage kids to enter creative technologies by showing them all the ways that they can be seen in the world through art, design and technology.

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Mission We want to create an opportunity for the people of South Auckland to come together and share in the stories that make up our culture in Aotearoa. We want to spark intrigue and excitement for future careers in technology and design and to deepen a sense of community within the individuals of Manukau.

This is best represented by the whakataukī:

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Nāu te rourou, nāku te rourou, ka ora ai te iwi With your food basket and my food basket the people will thrive.

This speaks to community, to collaboration and a strengthsbased approach. It acknowledges that everybody has something to offer, a piece of the puzzle, and by working together we can all flourish.

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Values

Our values help us to ensure that everything we do is in service of the goals and intentions of our organisation.

Kotahitanga - Unity We believe in the power of the collective and encourage people to work together to help make a better world.

Auahatanga - Creativity We know that each person is uniquely creative and we encourage them to think ambitiously and make their voice heard.

Pārekareka - Fun We want to promote play, showing people of all ages that you’re never too old to have fun and share joy with your community.

Mohiotanga - Wisdom We value the knowledge of all people and strive to find new ways to teach our tamariki about their history while guiding them into a positive future.

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Kanohi Kitea Event Concept, Digital Strategy & Brand Guidelines

Kotahitanga Auahatanga Pārekareka Mohiotanga

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Verbal Identity

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Naming 26 Tone of Voice

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Messaging 29 04. Visual Identity 08 05. Mockups/Visualisations

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06. Timeline and Budget

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Naming Our project is named Kanohi Kitea, meaning “the seen face”. It highlights the importance of “being seen” to strengthen relationships and one's place of belonging in the community.

This reflects our goals in both the literal sense of bringing a community together to share in an experience, and in the metaphorical sense of encouraging young people to find ways to make their voices heard in the wider world.

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Kanohi Kitea Verbal Identity

Tone of Voice The tone of voice for our event and collateral is friendly, accessible and trustworthy. We want to feel inviting but not patronising, to make our event feel like something that teenagers and their families would be excited to attend.

The tone of voice should feel like your cool whaea kēkē, someone with lots of knowledge and the kindness to share it with you.

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Messaging

Follow in the footsteps of Māui and discover the fire within.

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Visual Identity

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Logo 33 Logo Structure

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Clear space

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Brand Colours

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Colourways 40 Logo Misuse

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Typography 44 Iconography 46 Symbolism 48 Animation 50 Sound, Light & Colour

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Structure & Construction

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Design Adaptabilty 05. Mockups/Visualisations

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06. Timeline and Budget

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Logo Simple, Modern, Dynamic

Inspiration - Zoetrope Inspired by the frames and apertures of a zoetrope, our logo is a multifaceted representation of our values. The logo represents our brand name in the form of an abstracted letter “K” for Kanohi Kitea. The K is built to a logo grid of circles within circles which represents the cycles of nature, including Matariki, while tying into the physical cyclical structure of a zoetrope.

We see the frames of the zoetrope as being like faces in a community - without one frame the cycle cannot be completed which speaks to the strength in cooperation and the whakataukī that we have chosen to base our brand upon.

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The logo creates a sense of movement as it curves from left to right and elevates the feel of our brand while still retaining symbolic meaning.

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Logo Structure Grid System

The K is built to a logo grid of circles within circles which represents the cycles of nature, including Matariki, while tying into the physical cyclical structure of a zoetrope.

Secondary Logo

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Clear Space & Minimum Size

To ensure accurate, consistent reproduction of the Kanohi Kitea logo, never alter, add to, or attempt to recreate it. Always use the approved artwork, and follow these clear space rules when using it to preserve legibility.

Minimum Size

1 Cm

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2 Cm

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Brand Colours

Our colour scheme honours our connection to the earth while maintaining a stylish look and feel to entice audiences. It is comprised of diverse and easy to implement colours that can be slotted into any context without disruption.

Black Hex# 2E2D2C CMYK 0.00 0.02

0.04 0.82

RGB 46 45 44

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Beige Hex# #DEC7B1 CMYK 0.11 0.19

0.28 0.10

RGB 222 199 177

White Hex# FFFFFF CMYK 0.00 0.00 0.00 0.00 RGB 255 255 255

Colourways Primary logo

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Logo Misuse

Incorrect use of the Kanohi Kitea logo compromises its integrity and effectiveness.

These examples of logo misuse are not comprehensive; they are only a small sample of possible misuses.

Do not place on an angle

Do not add drop shadow

Do not use outline

Do not change brandmark proportions

Do not use colours that are not in the colour palette

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Kanohi Kitea Visual Identity

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Do not distort or stretch

Do not add any new elements

Do not use any glows

Do not manipulate

Do not animate

Do not add a gradient

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Typography

Sofia Aa Aa Sofia Pro is a geometric sans font family that has rounded curves with very open terminals that makes this font family feel elegant, friendly and contemporary.

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Sofia Pro Regular Size Leading Tracking

: 11pt : 14pt : Opt

Sofia Pro Semibold Size Leading Tracking

: 11pt : 14pt : Opt

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Pro abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%&*()_+<>?,./:" abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%&*()_+<>?,./:"

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Iconography Narrative based

Designed from the components of our logo, these symbols represent segments of The Origin of Fire narrative. These will be incorporated into the wayfinding for the Zoetrope pathway.

Curious Māui sneaks into every village and extinguishes all fire on earth

Mahuika explodes and throws flames into trees and Māui shapeshifts into a hawk

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Māui journeys to Mahuika's den asking for more fire

Māui douses firenail in river over and over again

Māui pleads for rain and Mahuika retreats

Māui collects wood from each tree and teaches his village Hika Ahi, the art of fire making

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Symbolism It is proposed that a new story is exhibited in Hayman Park each Matariki. Matariki marks the beginning of a new cycle. The design of the structures are also inspired by the cycles of nature. The stories become eternal through the endless rotation of animation and symbolises how the story’s significance extends beyond time.

The circle also represents unity and togetherness. The individual frames all work together to complete the cycle.

Every frame matters and without one of them the story isn't complete. These frames represent the faces of the community and are artistically engraved to reflect this.

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Animation

The animation of a zoetrope is elegant in it's simplicity, using movement to animate the frames within and requiring the user to play an active role in the story.

Motion The zoetrope animation depends on the interaction of the public. Turning a crank spins the structure and it is the flickering motion of the apertures that provides the illusion of movement within the zoetrope.

Bringing the animation to life depends on steady rotation, the correct ratio between aperture and animation frames and sufficient lighting inside the zoetrope.

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Style Black silhouetted forms are used for the animation frames. The simple high contrast visuals help maximise the clarity of the animation within the zoetrope device while tying in with the visual identity of the brand.

In order to illustrate distinct parts of each scene we are proposing a multi tiered animation. The black banding provides a distinct separation between each key action of the narrative.

Loops Each zoetrope tells a different scene from the narrative. The zoetrope design requires a perfectly looped animation due to its 360 rotation and the number of frames coincides with the scale of the zoetrope. This ensures the animation is seamless and endless.

Sound, Light & Colour Key Sound Sound, light and colour emphasise the magical qualities of our activation.

The narrative is the primary driver behind the zoetrope animations. It is proposed that the ‘Origin of Fire’ audio is divided up between the zoetropes to form a story trail throughout the park. The animations illustrate distinct scenes of the narrative. It is proposed that there are outdoor speakers embedded discreetly within each zoetrope and by turning the crank the audio is activated in unison with the zoetrope animation.

As a low tech alternative, a ‘music box’ style audio can be integrated into the crank rotation to expand on the ambiance of the animation experience.

Lighting & Colour Light is an essential element of the design. The inside of the zoetropes are lit with LED lighting in order to create the flickering effect needed to create the illusion of animation. This lighting is intended to change colour in accordance with the narrative to highlight the emotional qualities of the characters. The internal lighting illuminates the zoetropes as a type of wayfinding device through the park- lighting the path as a sculptural lantern.

The plaques are also lit by LED strip lighting so information is legible at all times of the day.

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Structure and Construction

Structure The zoetrope structure is complex in function but simple in construction. The structure has been designed to be easily transported and assembled due to modular components. This modular system has significant fabrication and cost benefits. The structure can be scaled to utilise conventional timber dimensions and therefore minimise material waste.

Construction A dark steel frame is supported by a rotating ball bearing mechanism. This mechanism is fixed to concrete base. Timber slats line the perimeter of the steel frame creating the walls. These slats act as the backboard for the animation frames.

A crank is proposed to turn the zoetrope to avoid people touching the structure while spinning. The structure houses led lighting to illuminate the animation and speakers to share the narrative.

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Steel top plate

Steel top plate

Timber Slats

Animation Frames

Steel Band for fixing slats

Powdercoated Steel Base

Ball Bearing Mechanism Concrete Foundations

Design Adaptability Cultural Expression The zoetrope designs are seen as a canvas for cultural expression. Not only with the interior animations, but with the detailing of the timber slats which are intended to be engraved with cultural expression under the guidance of Māori Cultural advisors - in collaboration with Mana Whenua and undertaken by Local Māori Artists.

Animations The zoetropes are intended to act as an exhibit space where new animations and stories can be showcased as desired. The animation frames are simply removed from the structures and a new cycle of frames inserted. The supportive timber plaque is unbolted and replaced onto the steel stand.

Expansion The mesmerizing appeal of this zoetrope system could be expanded beyond Hayman Park. Different stories could be showcased throughout Auckland and a new level of enchantment could be added to our Parks. Due to the flexibility of the designed system and the modular construction there are many ways to expand the concept into a bigger network of storytelling devices.

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Full height 24 framed zoetrope

Multilevel zoetrope system

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Full height 12 framed zoetrope

Low level, open top zoetrope

Handspun zoetrope on information plinth

Hand spun zoetrope lantern on pole

Scale and Technology The structure has been designed with flexibility in mind and is therefore scalable. Different length animation can be accommodated by the number of slats, and the number of animation cycles each zoetrope holds can adjust the overall height. There is potential to adapt to very low tech solutions such as manual handspinning and solar lighting.

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Visualisation

Let the magical, striking zoetropes guide your path through Hayman Park.

From afar, an intriguing lantern along the path draws you near. You spot a descriptive plaque nearby and with curiosity you begin turning the crank. The lantern begins to turn. Faster and faster it goes, until suddenly you see it - a flickering light gives way to a pillar of animation - an infinite cycle of motion, enchantingly portraying stories that shaped the world we know today.

A beautiful narrative describes the scene and you watch on in awe. When the narrative draws to an end you head off to find out what happens next.

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Mockups and Visuals

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Printed Media

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Digital Media

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Mobile Website 04. Visual Identity Enviromental Media 06. Timeline and Budget

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Printed Media

Zoetrope template Opportunity for users to assemble their own zoetrope by printing a template off our website in anticipation for the launch or after attending the installation.

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Kanohi Kitea Mockup and Visuals

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Pole Banner Dimention 1830 x 3050 mm Material High Quality PVC Flex Print Full Color, 720DPI, Eco Solvent Printing

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Kanohi Kitea Mockup and Visuals

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Bus Shelter Dimention 1020 x 1520 mm

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Digital Media

With our primary target audience being teenagers, we know how important it is to operate in the digital world.

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Mobile Website Kanohi Kitea

Kanohi Kitea

Bringing the stories of Aotearoa to life

Bringing the stories of Aotearoa to life Learn more

Learn more

Accessed via QR codes along the trail, the mobile version of the website offers users more information about the featured exhibitions including an interactive map and the opportunity to watch the full digital animation of the narrative.

On the website, users can also find out more about Kanohi Kitea.

Now showing

Now showing

The Origin of Fire Follow in the footsteps of Māui and discover the fire within

Hayman Park, Manukau 24th June 2022

The Origin of Fire Follow in the footsteps of Māui and discover the fire within

Hayman Park, Manukau 24th June 2022 View trail map

View trail map

Watch full story

Watch full story

Stay up to date

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© Kanohi Kitea 2021

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Privacy

© Kanohi Kitea 2021

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Environmental Media

Wayfinding Scanning the QR code brings up a digital map on your phone to guide you along the trail.

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Timeline & Budget

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Timeline 72 Budget 73 04. Visual Identity 08 06. Timeline and Budget 12

Timeline

Our timeline is cyclical to represent the fact that our structures and processes can be adapted and re-used as much as desired.

9 months prior:

Decide on zoetrope concept, narrative, location and purpose

8.5 months prior:

Funding presentation

Repeat process for new series!

8 months prior:

Consult Mana Whenua and begin cultural advice procedures

3 days prior:

Installation of event

6 months prior:

Finalise design - structure and animation

1 days prior:

Increased ad spend on social media ads

6.5 months prior:

Build final prototype

20 days prior:

Second round of social media ads driving attendance

4 months prior: Fabrication

6 weeks prior:

Printed ads (poster boards, bus stops) go live

8 weeks prior: 7 weeks prior:

First round of social media awareness ads

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Activate social media accounts, begin teaser content

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Kanohi Kitea Timeline & Budget

Budget

Project Budget Marketing

Digital Media $1,500.00 Website $1,000.00 Printed Media $7,046.00 Environmental Media $980.00 Total $10,526.00

Installation

Treated Timber/Pine $7,800.00 Rotating Mechanism $360.00 Steel $3,180.00 Steel Powdercoating $1,080.00 Exterior Speakers $1,200.00 LED Lighting $300.00 Total $13,920.00

Services Design services $90,000.00 Steel welding $7,500.00 Installation labour $8,000.00 Transport $200.00 Electrical work $2500.00 Total $141,200.00 Total $155,646.00

This budget includes 6 zoetropes and all design services to date.

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Addendum 360 Structure

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360 Structure Addendum

Created for the community by the community.

Interactive Audio-Visual Experience An immersive audio visual experience showcasing the narrative of the creation story in the Manukau Square through a tactile interactive installation.

Utilising 360 immersive surround sound and 360 projection mapping to bring the creation story to life.

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Construction 360 Structure

The 360 structure is symbolic in it's design and implementation, bringing communities together in a shared experience.

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Kanohi Kanohi Kitea Kitea Addendum Event Concept, Digital Strategy & Brand Guidelines

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The Structure •

Steel band holding speakers for surround sound and projectors for 3D mapping

• Ropes suspended from rail creating 360 screen arena • Steel Band supported by pou

Participatory Design Consists of hands-on workshops where the community creates cords to contribute to the screen for the 360 structure.

The structure is transported to Manuakau square on Matariki for the performance.

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Symbolism The Circle Representing a Porowhita, symbol for the never ending circle of life and nature. Our journey has no beginning and no end.

The Pou Supporting the structure and separating sky from earth, representing the trees that Tane grew to hold his parents apart.

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Kanohi Kitea Addendum Event Concept, Digital Strategy & Brand Guidelines

The Ropes The ropes represent the strengths of our own personal stories and that tying them together is symbolic of coming together as one community

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Visualisation Structural Prototype

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Jason Barnes

Jordan Eley

Camilo Beltran

Theodora Moala

Lily Wigglesworth