In the development of a dual brand for Chamber Music New Zealand (CMNZ) – we were cognizant that it needed to remain as the presenting organisation; the development of Music Up Close and Puoro Taupiri began as the new consumer-facing sister brands used to engage audiences.

Voice and CMNZ worked closely with Te Haumihiata Mason, former Kaitiaki Reo of Te Taura Whiri i te Reo Māori (Māori Language Commission), to select Puoro Taupiri – ‘puoro’ meaning music and ‘taupiri’ meaning intimacy or closeness, from a range of options presented as the partner phrase for Music Up Close. “Our approach was to develop two sister logos, one in English and one in te reo, that looked the same visually and had a similar word structure for visual balance,” says Sagar, “but they also had to mean the same thing and have the same benefits. That wasn’t a straightforward task, but it needed to be correct. We are pleased with the result.”

“We are a uniquely New Zealand organisation, a genuine champion of this country’s multicultural society,” says CMNZ CEO Peter Walls. “We needed to communicate our respect and eagerness to engage with our developing cultural landscape, starting with our indigenous heritage. By creating a duo logo identity and integrating Te Reo Māori, we hope to illustrate our commitment to treasuring Māori culture and Te Reo Māori as our taonga and connecting with communities across Aotearoa.”

By creating a duo logo identity and integrating te reo Māori, we hope to illustrate our commitment to treasuring Māori culture and te reo Māori as our taonga and connecting with communities across Aotearoa.