Te Mahi Ako
A new era for a vibrant hands-on learning provider
It’s 2022, and New Zealand is in the midst of the largest shake-up to vocational education it’s ever seen. The government’s decision to reform the sector has had a wide-ranging impact on both state and private education providers across the country.
Skills Active Aotearoa, a successful, independent vocational education provider, approached Obvious with a challenge to develop an identity for their new work-based learning model, Te Mahi Ako.
Te Mahi Ako offers on-job learning, up-skilling and qualifications for people working in sports, community/outdoor recreation, exercise, performing arts, snowsport and aquatic industries.
With a commitment to personal and professional excellence, Te Mahi Ako’s mission is to improve accessibility to learning, empower people to further their careers and support industry growth.
Te Mahi Ako strives to create a healthy environment for all people to thrive within. By incorporating te ao māori worldviews, they aid learners to reach their full potential.
The porowhita symbolises unity, collaboration and the never-ending journey of discovery and development
A circle has no beginning and no end, and the life-cycle of both human and nature provides limitless opportunities to attempt and achieve our goals.
The brand mark is made up of four sections representing:
- Schools and providers
- Workplaces
- Assessors
- Learners
Te Mahi Ako collectively reflects all four working in harmony, together as one.
Mauri is an energy which binds and animates all things in the physical world. Without mauri, mana cannot flow into a person or object. The linking of all four sections in the form of a circle expresses the idea of mauri – a binding life force.
The breaks in the circle, also known as whakarare, represent choices we have to make in life, pathways and opportunities.
The Te Mahi Ako colour palette is vibrant and energetic
Inspired by the passionate spirit of staff and students and reflects the exciting impact-driven training offered to learners.
Each bright colour has a complimentary dark and soft pairing, providing versatility for light and dark modes as well as campaigns and speaking to a variety of audiences.
The Te Mahi Ako website provides a hub to connect with audiences and provide information on courses and qualifications.
Creating an impression that is engaging, energetic and exciting while remaining educational and approachable were key influences when designing the new website.
The design celebrates photography, allowing the viewer to feel immersed in the environment and experience the tactile nature of the qualifications available. The website emphasises the individual’s unique learning journey and aims to excite and inspire personal development.
Inspired by the high-impact and engaging aesthetic of outdoor adventure, recreation and health/fitness organisations, our creative team strategically integrated action-focussed photography and a graphic treatment that conveys movement. Together with bold typography and impactful copywriting, the creative output is both engaging and motivational.
