Moana Pasifika is more than a Super Rugby franchise, it is a movement for and by Pasifika people, designed to uplift communities, showcase our culture, and inspire the next generation. SixOneNine was engaged to help craft a brand identity that not only represents a professional sports team but also embodies a cultural wave of pride, service, and connection across the Pacific.

The Challenge

Create a world-class sports brand that resonates with Pasifika communities globally.

Build a system that balances cultural
depth with the commercial needs of a professional franchise.

Develop a visual identity and jersey design that embodies the strength, unity, and oceanic identity of Moana Pasifika.

The Approach

Anchored the brand in the ocean as connector, drawing from Epeli Hau’ofa’s philosophy that we are defined by the greatness of our oceans, not the smallness of our islands.

Wove together motifs and elements from across Pasifika, tatau, tapa, ngatu, hiapo to symbolise unity.

Integrated a bilingual and multilingual approach, championing Pasifika languages in brand voice.

In the first year, I set up an internal creative team managing all communications, from photoshoots, film, and in-stadium content to game-day creative, signage, sponsorship initiatives, and brand campaigns.

The Solution

Logo/Mark: Sun, land, and sea woven together, the sun filled with tatau motifs radiating energy, the land symbolising Pasifika islands, the moana represented with whale-tail currents and abundance.

Jersey Design: Adorned with Pasifika motifs, centred around an abstract Polynesian sail to reflect navigation, leadership, and mastery of both ocean and rugby.

Brand Voice: Hybrid approach using Pasifika languages alongside English, making communication inclusive and authentic across communities and global audiences.

The Outcome

Established a unique brand system for the world’s first professional rugby team created for Pasifika, by Pasifika.

Jersey and brand identity celebrated as bold, unapologetic, and deeply cultural, resonating with both grassroots communities and international fans.

Built an internal creative function that enabled Moana Pasifika to control its own storytelling, elevate game-day experiences, and create consistent, high-impact content across every platform.

Moana Pasifika brand continues to serve as a cultural and sporting anchor, amplifying Pasifika pride and identity on a global stage.