Spark
Client
Spark
Year
2021-2023
Summary
A programme of culturally grounded innovation — embedding te ao Māori, language, and identity into national campaigns and digital experiences. Shifting how a major telecommunications provider connects with people, through work that balances scale, access, and cultural integrity.
At Spark, this approach supported a series of nationally recognised initiatives that explored the intersection of technology, culture, and storytelling — while also strengthening internal cultural practice and relationships.
Alongside the continued amplification of Kupu and the development of Te Korowai Tupu design systems and campaign assets, the work extended into deeper cultural engagement across the organisation.
This included the development of Ko te Pae Anamata, Whakamaua a guiding cultural kīwaha within Spark’s kaupapa — ensuring that future-focused innovation remained grounded in te ao Māori values and long-term thinking.
At Spark, this approach supported a series of nationally recognised initiatives that explored the intersection of technology, culture, and storytelling — while also strengthening internal cultural practice and relationships.
Alongside the continued amplification of Kupu and the development of Te Korowai Tupu design systems and campaign assets, the work extended into deeper cultural engagement across the organisation.
This included the development of Ko te Pae Anamata, Whakamaua a guiding cultural kīwaha within Spark’s kaupapa — ensuring that future-focused innovation remained grounded in te ao Māori values and long-term thinking.
Working alongside Matua Dean Mahuta, a leading reo Māori expert, we developed a unique kīwaha to support internal language adoption and expression — creating something that was distinctly Spark’s, while still anchored in linguistic integrity. This was complemented by the gifting of a bespoke karakia by Ems Hayley Walker, embedding cultural practice into key moments across the organisation.
The work also extended into Spark Health, where I supported engagement with local iwi, ensuring relationships were built with care and reciprocity. This included participation in raranga (weaving) wānanga alongside partners and clients — grounding the launch of new products in shared cultural experience rather than transactional engagement.
Working alongside Matua Dean Mahuta, a leading reo Māori expert, we developed a unique kīwaha to support internal language adoption and expression — creating something that was distinctly Spark’s, while still anchored in linguistic integrity. This was complemented by the gifting of a bespoke karakia by Ems Hayley Walker, embedding cultural practice into key moments across the organisation.
The work also extended into Spark Health, where I supported engagement with local iwi, ensuring relationships were built with care and reciprocity. This included participation in raranga (weaving) wānanga alongside partners and clients — grounding the launch of new products in shared cultural experience rather than transactional engagement.
These kaupapa sat alongside major public-facing initiatives such as:
ALL IN (Digital Equity) — working with rangatahi and partners to reshape how Spark understood access, participation, and storytelling in a digital world
Matariki campaigns — embedding cultural moments meaningfully across both internal culture and public-facing communications
5G Street Museum — a nationwide augmented reality experience showcasing Aotearoa artists and demonstrating the creative potential of 5G
Across this work, the focus was on shifting technology from infrastructure to experience — and ensuring that both internal culture and external expression were aligned, grounded, and built to last for Māori working in the business, Māori customers and could meaningfully represent what tomorrow means for Aotearoa and all New Zealanders.
These kaupapa sat alongside major public-facing initiatives such as:
ALL IN (Digital Equity) — working with rangatahi and partners to reshape how Spark understood access, participation, and storytelling in a digital world
Matariki campaigns — embedding cultural moments meaningfully across both internal culture and public-facing communications
5G Street Museum — a nationwide augmented reality experience showcasing Aotearoa artists and demonstrating the creative potential of 5G
Across this work, the focus was on shifting technology from infrastructure to experience — and ensuring that both internal culture and external expression were aligned, grounded, and built to last for Māori working in the business, Māori customers and could meaningfully represent what tomorrow means for Aotearoa and all New Zealanders.
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