02 | MSH AOTEAROA

PEOJECT OVERVIEW
MSH Aotearoa is a business advisory dedicated to supporting commercial and social enterprises across Aotearoa. Specialising in collaboration with Iwi legal entities, MSH Aotearoa is at the forefront of facilitating transformative change in governance, sustainability, and economic development.

The brand’s mission is to encapsulate the essence of its purpose — from advising on strategic decisions to fostering sustainable growth within organisations. The visual identity needed to reflect this commitment to positive change and the wellbeing of Iwi, harmonising modern professionalism with cultural richness.

Central to the brand’s concept is the Rauru double spiral, a traditional Māori carving symbolising journeying and the balance of dual forces encircling a central source of energy. This motif represents both inner reflection and outward growth, mirroring MSH Aotearoa’s philosophy of guiding organisations through transformation while remaining grounded in cultural values.

MY ROLE
I led the brand identity design for MSH Aotearoa, developing a system that bridges modern corporate design with cultural symbolism. My responsibilities included:

→ Creating a visual identity inspired by the Rauru form to represent journey, balance, and unity

→ Designing logo marks, colour palette, and typography that reflect both professionalism and cultural resonance

→ Developing brand guidelines and collateral to ensure consistency across digital and print applications

→ Designing corporate stationery and presentation materials that communicate clarity, respect, and purpose

→ Producing final artwork and print-ready files that met production standards and maintained visual integrity across mediums

The resulting identity establishes MSH Aotearoa as a forward-thinking advisory grounded in Māori values, inclusivity, and sustainable progress — a visual expression of its mission to empower Iwi and communities through thoughtful, impactful change.