Haerenga, a sub brand of Spark's Kupu, is an app that tailors each user’s te reo learning journey. This will be determined at signup through a quiz, which asks users what their background, experience level, learning style, and purpose for learning te reo is. The users will then given an archetype that reflects those results and guided on a path that will allow them to succeed in their unique aspirations.
Each user will be given the opportunity to choose their own learning journey. Based on their archetype, they are given suggestions to learning methods that help guide them to completing milestones.
Users will be given a learning archetype based on an initial sign up quiz. This will be characterized by a symbolic title that reflects the path they will take on this cultural journey.
Showcasing both the Maori and English version to showcase the purpose of Kupu
Showcasing both the Maori and English version to showcase the purpose of Kupu
Showcasing both the Maori and English version to showcase the purpose of Kupu
The mentality we had when developing our collateral. We wanted to communicate how every journey begins somewhere and in this case, this journey begins by installing Kupu, using our art style to communicate that. As well as featuring real Maori to English translation to help audiences understand the purpose of Kupu.
Using different landscape backgrounds to showcase variety and artistic style.
Using different landscape backgrounds to showcase variety and artistic style.
Using different landscape backgrounds to showcase variety and artistic style.
Kupu's advertisement is very versatile.
Reaching out to audiences advertising how Kupu is for all personality types and how that is represented.
Using Raranga weave to represent one weaving their journey.
We used hand-drawn landscapes to breathe emotion into our brand each line and texture echoing the raw beauty of nature and human expression. These illustrations aren't just visuals; they tell stories, capturing moments of calm, movement, and energy. By steering away from polished digital art, we gave our brand a warm, organic soul one that feels alive, personal, and deeply connected to the world around it.
The Kupu trading card helps incentivise the brand of Kupu.
With multiple cards across all the Kupu archetypes with rare versions to really get audiences to collect every card.
With an inspirational qoute to inspire learning as well as a description about the character of each archetype.
Featuring a QR Code that takes user's to a source where they can learn how to protect Aotearoa's native Manu.
The Kupu Trading Cards are a playful and purposeful way to connect with our audience, tapping into the collectible trend to inspire curiosity and care. Each card features a unique Kupu archetype, inviting users to collect them all while discovering the diverse personalities that represent different learning journeys. But there’s more than meets the eye—scan the QR code on each card to unlock trusted sources that raise awareness about protecting Aotearoa’s native birds. It’s a blend of education, engagement, and conservation—all wrapped in a collectible format that sparks action through connection.
Each Archetype has their own personality to ensure a stronger sense of community.
Each Archetype has their own personality to ensure a stronger sense of community.
Each Archetype has their own personality to ensure a stronger sense of community.
A fun TikTok filter that gives a user an archetype or fun fact about the user to incentivise a comedic sense of sharing online.
Each Archetype has their own personality to ensure a stronger sense of community.
Kupu Haerenga’s reach on social media —first through a viral TikTok trend where users answer quirky questions with head movements and get matched with a personality archetype. As well Kupu’s Archetype Instagram accounts—each with their own fun, knowledgeable voice and individual personality.
Beautiful hand drawn landscapes of Aotearoa used in both the Kupu explainer vid and as collateral elements.
Beautiful hand drawn landscapes of Aotearoa used in both the Kupu explainer vid and as collateral elements.
Beautiful hand drawn landscapes of Aotearoa used in both the Kupu explainer vid and as collateral elements.
