Evolving a brand identity, bringing to life
its Te Ao Māori narrative
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‍Education New Zealand – Manapou ki te Ao is a government agency dedicated to fostering the social, cultural,and economic benefits of international education for Aotearoa. With the vision of THINK NEW, ENZ supports international students choosing to study in Aotearoa, providing them with a transformative educational experience deeply rooted in New Zealand’s unique cultural landscape.

When tasked with bringing to life its Te Ao Māori brand narrative, we delved into the whakapapa of Manapou ki te Ao, uncovering the deep cultural significance embedded within its name and values.
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The meaning behind Manapou ki te Ao:

‍The Māori name Manapou ki te Ao encapsulates the essence of Education New Zealand’s mission, aligning with its brand values and operational framework.
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Manapou refers to the fruit kernel that nourished and sustained the Kākā (a native parrot of Aotearoa) as it carried the seed in its crop on the journey from Hawaiki to Aotearoa. This symbolism reflects the life-sustaining power of knowledge and education.

Ki te Ao refers to Ao, meaning ‘world’ and also ‘dawn’—a reference to new beginnings, opportunities, and learning experiences.

Together, Manapou ki te Ao describes how an Aotearoa New Zealand education nourishes and empowers students, equipping them to become the next generation of global problem solvers.
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‍The Design Narrative: The creation of Manapou ki te Ao’s tohu (symbol) was guided by four key elements, each drawing from Te Ao Māori:
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The Manapou – Representing a red stone, rare and precious, it signifies a taonga (treasure) hat sustains and nurtures.

The Kākā – Symbolising the role of the Kākā as a carrier of the Manapou, it reflects the exchange of knowledge and the journey of education.

The Journey – Depicting movement across land and sea, it embodies discovery, curiosity, and the pursuit of learning.

The Offering – Representing the opening of new pathways, fostering growth, and creating opportunities for students worldwide‍

The result is a thoughtfully designed and deeply meaningful tohu, bringing to life Education New Zealand’s unique offering through a distinctively Māori lens. Mihi maioha ki a Ed Tuari, Craig Rofe, Ariana Ngarimu-Goldsmith and the ENZ Rautaki Māori team for their invaluable guidance and collaboration throughout this kaupapa.