Tū Wairua
Traditional Māori healing practices
Tū Wairua
Tū Wairua is an initiative led by Indigenous Peoples exploring the integration of rongoā Māori (traditional Māori healing practices) with psychedelic assisted therapy (PAT) to address problematic methamphetamine use (PMU) in Māori communities.
I had the chance to design this brand for the organization.
Such a pleasure and honor to work on that!
Tamas Barath
Digital Designer
The first concept is based on a design element I found on a site that showcases Māori crafts: Tū Wairua Gallery – Mixed Media. I took that element, duplicated it, and resized it to give the Tū Wairua lettering more movement and energy. I’ll show how the logo works in real-world use through artwork and poster mockups.
The second concept came from the beautiful photos I got of a marae, which plays a really important role as a sacred and communal space in Māori culture. Working with these forms was incredibly inspiring. Just like in the first concept, I started with a central shape and transformed it into a logo—this time adding a third element to create a feeling of dynamic growth.
The vertical and horizontal versions also offer tons of creative opportunities for animation.Personally, I see this logo as a symbol of connection and growth.
The third logo concept was born from a sense of contrast. The floor of the building is covered in black-and-white rectangular patterns, which served as my starting point. However, to break up the strong symmetry, I introduced a typographic solution. The logotype was created using elements from the second concept, giving this version a slightly more abstract character. Despite its conceptual nature, it offers a strong visual tool for engaging the target audience.
What the word Tū Wairua ?
tū
1. (verb) (-ria) to stand, take place, set in place, establish, hold, convene.
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See also tūria
Synonyms: whakatakoto
2. (verb) to remain, placed.
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Synonyms: noho, rarau, nonoho, whakanōhia
3. (verb) to turn up (of the nose, often indicating disdain), sniff, smell.
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See also tū te ihu
4. (verb) to be erect, raised.
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Synonyms: hītengitengi, rāngai, pūwhata, rāngaingai
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wairua
1. (noun) spirit, soul – spirit of a person which exists beyond death. It is the non-physical spirit, distinct from the body and the mauri. To some, the wairua resides in the heart or mind of someone while others believe it is part of the whole person and is not located at any particular part of the body. The wairua begins its existence when the eyes form in the foetus and is immortal. While alive a person’s wairua can be affected by mākutu through karakia. Tohunga can damage wairua and also protect the wairua against harm. The wairua of a miscarriage or abortion can become a type of guardian for the family or may be used by tohunga for less beneficial purposes. Some believe that all animate and inanimate things have a whakapapa and a wairua. Some believe that atua Māori, or Io-matua-kore, can instill wairua into something. Tohunga, the agents of the atua, are able to activate or instil a wairua into something, such as a new wharenui, through karakia. During life, the wairua may leave the body for brief periods during dreams. The wairua has the power to warn the individual of impending danger through visions and dreams. On death the wairua becomes tapu. It is believed to remain with or near the body and speeches are addressed to the person and the wairua of that person encouraging it on its way to Te Pō. Eventually the wairua departs to join other wairua in Te Pō, the world of the departed spirits, or to Hawaiki, the ancestral homeland. The spirit travels to Te Reinga where it descends to Te Pō. Wairua of the dead that linger on earth are called kēhua. During kawe mate, or hari mate, hura kōhatu and other important occasions the wairua is summoned to return to the marae.
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