HUIA PUBLISHERS
Bringing an independent Māori publishing house into its next chapter
With over a decade since HUIA’s last branding exercise, the publisher was ready to refresh its identity and brand strategy to reflect its growth and set the direction for all future collateral. The refresh would coincide with a new website and a significant milestone of 30 years in business.
Creative thinking
Working closely with the leadership team, we explored a range of brand directions before deciding to evolve the existing identity rather than build something new. This honours what HUIA had built over 30 years while giving the brand room to grow.
The website scope went beyond an ecommerce bookstore by creating an online space for authors, illustrators, resources and their wider service offerings. The new backend setup makes day-to-day management, sales, updates and reporting simple for the team.
Creative doing
I refreshed the tohu (logo) visual design to create a plumper bird that incorporates Māori designs in the negative space. I developed additional brand assets and worked alongside a Māori artist to develop new patterns. I created comprehensive brand guidelines – all written and designed from scratch.
I led the website design and redevelopment, from information architecture and wireframes through to content migration and launch working closely with the web developer.
Creative partners
This project was in collaboration with all kaimahi (staff) at HUIA Publishers (directors, sales and marketing, services and production teams) and Phill Gray (external web developer).
The impact
Within six months of launch, the annual online Kirihimete (Christmas) sale saw approximately 30% growth in sales with minimal social media promotion.
The outcome
The refreshed brand and website positioned HUIA as a publisher that is thriving, expanding and confidently embracing its next chapter – culturally grounded, digitally capable and with a slick personality to match.
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