Graphic Design and Animation Graduates 2012

Online portfolio and print on demand catalogs for Graphic Design and Animation graduates from the Department of Design 2012. On this page you will find our conference presentations, and by hovering over the menu groups on the left you can read contextual documents. You are welcome to attend our Grad Show, opening on 29 November 2012 at 6pm, and daily from 30 November to 6 December 9.30am – 4pm.

TAHI KAI Asinate Moa & Tina Pihema

Tahi Kai is a brand and non profit website which was created to raise awareness for child poverty in NZ. Our mission is to connect good people doing good things.
It is our aim to provide a central noticeboard which connects communities and businesses to share excess time and resources for those in need. You can also use the site to locate local charities and community organisations to donate to within your area

The key contextual references in our collaborative project this year has focused on social responsible design and enabling communities through the use of empowerment through positive branding and identity.
This project is a collaboration between Asinate Moa and Tina Pihema as we wanted to be pro active about Child Poverty and make a positive statement through visual language.
The project was initiated by in depth research on Child poverty so we were able to understand and identify the issue.
We then went into the community and interviewed local food banks, schools, community centers, and people that knew about child poverty first hand. After we gathered this information we realised that there were a lot of good people in the community that wanted to help but didn’t know how to,or didn’t know where to go. Another problem was many of the food banks didn’t have enough space, food, volunteers or fridges to store food that was donated

Throughout this project networking, participating and engaging within the community has brought many opportunities to this project. We have been working with various community groups and individuals. Child poverty action group, Bryan Bruce an award winning documentary maker, Avondale community action research, Avondale schools, Auckland city council and connections with food rescue projects to interview and get feedback about our project.

Community is a term which refers to a group of people who share something, such as a place, culture, emotions or occupation. Identifying the commonality, interests, perceptions, enterprises and ways in which they interact.
All of these things make you who you are so it is important to look after each other, it is everybody’s responsibility to endure nobody is left behind.

New Zealand’s perception of child poverty within the local and national New Zealand media has been mixed. We recognised there were many New Zealanders blaming the parents and had very negative attitudes towards child poverty.
We wanted our project to be positive and wanted to use design to achieve zero child poverty and celebrate as a society everybody can be part of this and work together to end this.

We created Tahi kai to provide a network service to connect people in need to people who have excess resources. Tahi kai is a holistic food project with the idea that that all aspects of people’s needs, psychological, physical and social should be taken into account and seen as a whole. Food is essential to a child’s wellbeing .
Mason Drurie illustrates the importance of wellbeing in his Te whare tapa whau model.

“the Māori philosophy towards health and wellbeing representing the basic beliefs of life, te taha hinengaro (psychological health); te taha wairua (spiritual health); te taha tinana (physical health); and te taha whānau (family health). The four walls of a house represent these four dimensions. Each wall is necessary to the strength and symmetry of the building.The wharenui (meeting house) is the symbol used to illustrate these dimensions of well-being. Just as each corner of the house must be strong and balanced to hold its structure, each dimension of well-being must be balanced for health to exist. This philosophy may be used to approach all areas of wellness in life.

Our process was heavily influenced by our cultural capital and heritage taking our pacific influences and using them to inform our use of bright colour with strong light and layers, repetitive tapa patterns, nature, textures and style.
We want our brand to reflect the community of Avondale,
we made ourselves familiar with the community and photographed local community agencies logos and slogans getting an idea of how they visually communicate their brands to the community, we photographed the different colours to collect a colour palette for our logo research and joined the local community research groups design and branding team which gave us insight and made friends within the community.

“Foster collaborative relationships with community members their insights and experiences will ensure they take ownership. Engagement involves balancing the provision of resources and expertise with the importance of maintaining genuine community ownership and self reliance.” pg.125

Our final output is Tahi kai branding and identity, a Tahi Kai social network website and branding guidelines.

The name Tahi Kai  means one food in Moari,with  Kai meaning food in Tongan and Niuean. Our name promotes the idea that every child has the right to at least three meals a day no matter how much money you have or what socio economic background you come from.

Empowerment is a strong theme in our project, making people feel included and celebrating that by working together connecting and sharing.

When creating our logo we considered all of these things and represented it through colour and rhythm using layered circles showing connection and sharing and using a bright blue as this was a positive colour with the use of opacity to create a positive light hopeful feeling which we referenced back to our Swiss design research. . The things we had to consider to make our logo strong were legibility, justify the colors’, typeface, point, shape, scale, and where the logo would be displayed. We started with the circle as that meant one, community, togetherness, then we added more circles in to make a flower pattern which represents, evolving, moving together and community.

We developed our website using bright positive colours, and carried out  flower patterns to keep it consistent and tried to make it as user friendly as possible keeping it clean and clear . We tested our site on classmates, family and friends in Avondale community to get feedback.

Collaboration works for the both of us as we are able to share skills and bounce ideas off each other and work as a team. This is our preferred method of working and is reflective of our large family background we are used to solving problems and compromise.

Having an idea and seeing it evolve by discussion and working through design problems together is a constant learning process, which has helped us identify who we are as graphic designers and creative people.

Avondale Community – Mural we found during our site visit

Research – Tapa patterns

Tahi Kai logo developments

Website – Process and developments of navigation buttons

Tahi Kai Website – More developments


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