Spark New Zealand tasked our group with reimagining the branding and campaign for Kupu 3.0—an app that uses Google Veo AI to translate objects into Te Reo Māori. Alongside a refreshed campaign, we were also asked to propose new features to enhance user engagement and interactivity.
My role in the team was as lead graphic designer. In this role, I developed a visual identity for Kupu, along with complementary assets for use in campaign collateral. Using Kupu's pre-existing weave patterns, I modified this into a more modern and digital look with gradients and textures. Alongside our new visual identity, we introduced new visual elements to support the launch. Inspired by the app’s goal of connection, we incorporated weaving patterns, a reference to flax weaving in Māori culture, to symbolise unity, community, and the intertwining of language and technology.
For our idea, we encouraged new users of Kupu to share their own stories using the app's translation feature, which would have them write their story and translate it using an AI companion to explain the meanings and definitions of the translations. This encourages users to share interesting stories while also learning Te Reo Māori through the app.
