tuhono - spark

[group project]

Tūhono was created in response to a live brief from Spark to engage Rangatahi with the creative tech industry and inspire future career interest. The immersive exhibition brings Māori stories to life through interactive technology, followed by a booth area where visitors can connect with industry and university representatives for guidance and inspiration.

The name ‘Tūhono’ comes from the Māori word meaning ‘to connect.’ It reflects the project's core mission of connecting Rangatahi with the creative tech industry, as well as highlighting the broader theme of connection through technology.

[skills used]

Project Manager
UI Design
Interaction Design
Experience Design
3D Model
Researcher

[team members]

Page hammond

Team Leader
Graphic Design
Branding

Yunho Ha

Motion Design
Character Design
3D Model

[overview]

challenge

Explores ways to engage rangatahi, the Māori youth, across Aotearoa with the potential of 5G technology, aiming to increase their awareness and interest in the creative technology industry through Spark-driven initiatives and design-led solutions.

approach

The initial approach involved identifying key factors contributing to low engagement with the creative technology industry among rangatahi. Research was also conducted into involving current technologies with the potential to instil curiosity and encourage a deeper understanding of the systems behind them.

[experience design]

overview - floor plan

top down view - floor plan

flow scheme

[website design]

desktop website

go to website

[goodie bags]

goodie bags - colour variation

goodie bags - contents

[research]

Our approach to this project was to research the target demographic (rangatahi) and pin point the reasons as to why they are uninvolved in the industry.

key insights:

  • There’s a lack of Māori role models and mentors which affects aspirations and retention.
  • A lack of cultural relevance.
  • Lack of clarity about Creative Technology as it’s fairly new. Such as: what jobs are in the creative tech industry, unsure which subjects to take to start, and unsure on the possible incomes they could earn.
  • Does not always align with their cultural values and perspectives.

[competitor analysis]

We then researched “Spark’s” competitors on campaigns and promotions they have done in the past.

one.nz:

  • “One Good Kiwi” campaign launched a highly successful digital giving platform.
  • Supports causes benefiting rangatahi, achieving the number one app store download on its first day.

2degrees:

  • “Good Tings” campaign collaborated with a UK grime artist and Netsafe.
  • Educated young phone users about online safety through an engaging website and interactive experiences.

[target demographic]

This project aims to engage with: High School Students.

[Rangatahi ages: 16 - 21 years old.]

(based on interviews)

[3D modeling]

I modeled the exhibition space using blender. I then sent them to our Motion Designer (Yunho Ha) to be rendered and place in his motion piece.

[website wireframes]