Ruaitewānanga is the visual embodiment of IAG’s commitment to understanding and walking alongside Māori. Developed as part of He Rautaki Māori, IAG’s Māori Strategy, this design serves as a vessel of learning, a bridge between Māori and non-Māori worldviews built on respect, partnership, and collaboration.

The name Ruaitewānanga comes from the Māori belief system used in traditional Whare Wānanga (houses of higher learning), representing the pursuit of knowledge, understanding, and connection. Through this kaupapa, the design honours IAG’s ongoing journey to embed cultural awareness and inclusion at every level of the organisation.

The Challenge

Create a cultural design narrative and visual identity that symbolises IAG’s journey toward deeper engagement with Māori.

Develop an artwork that acts as both a teaching tool and a symbol of collaboration, connection, and shared prosperity.

Build a design system that can be used across communications, spaces, and strategy materials while maintaining integrity and meaning.

The Approach

Collaborated closely with artist Randal Leach (Ngāti Porou, Ngāti Konohi) to translate the kaupapa of He Rautaki Māori into a powerful visual form.

Drew on the concept of Ruaitewānanga — the vessel of learning — to represent the flow of knowledge between worlds.

Grounded the artwork in traditional Māori principles such as whanaungatanga (relationships), manaakitanga (respect and care), kaitiakitanga (stewardship), and rangatiratanga (leadership).

Used circular and rippling forms to symbolise the spread of understanding, like a stone dropped into water, radiating knowledge and growth.

Crafted a supporting colour system inspired by Te Ao Mārama, balancing depth and light to represent enlightenment and progress.treasured and shared with mana.

The Solution

Core Artwork: Central circular motif representing Ruaitewānanga, a vessel of learning expanding outward, symbolising shared knowledge and collaboration.

Visual Language: Fine linework and koru-based symmetry evoke manaia forms (guardians), connecting past, present, and future.

Tone of Voice: Empowering, aspirational, and grounded in unity, designed to speak to both Māori and non-Māori audiences with respect.

Applications: Strategic documentation, presentation systems, internal learning tools, and environmental graphics across IAG’s offices.

The Outcome

Ruaitewānanga has become a symbol of IAG’s Māori Strategy, used to visually and conceptually anchor He Rautaki Māori.

The artwork serves as an ongoing reminder of IAG’s commitment to learning, inclusion, and partnership with Māori.

Beyond visual identity, it functions as a framework for storytelling and engagement, helping staff connect with the kaupapa in a tangible way.