A Wanganui School of Design graduate is taking steps toward getting Maori culture into the homes of all New Zealanders.
Johnson Witehira was a student of the school from 2001 to 2007, graduating with a Masters in Computer Graphic Design. He's now working toward a PhD in Maori Fine Arts at Massey University.
One of his latest design projects, in collaboration with US business Uncle Goose, is a set of Maori alphabet blocks.
They use only the letters of te reo Maori and also show traditional carving figures and patterns from six iwi.
They are now on sale in New Zealand, Australia and the US.
Mr Witehira, currently in Japan, said via email that it was important for Maori children to be exposed to the alphabet from a young age, and that familiarity with the visual language of the culture was equally important.
"Growing up as an urban Maori, I had little exposure to Maori visual culture. For me, this is a way to bring the culture back into the homes of Maori, and Pakeha.
"That many Pakeha love this set is a true sign of its success. I think for te reo to really succeed in New Zealand we need it to be taken on by everyone in Aotearoa, not just Maori."
The 29-year-old is of Tamahaki and Nga Puhi descent, and was brought up in Taumarunui and Gisborne.
He decided to go to Wanganui School of Design because at the time it was the best computer graphic design school in the country - though he said that had since changed.
"The design school has gone from a staff of about 45 down to seven since I was there. I'm really sad to be honest."
It was at the school that he decided to get involved in Maori graphic design.
"There still aren't many Maori designers, or a real platform for practising Maori design."
The former head of the school, Hazel Gamec, was an inspirational teacher. Her aroha, guidance and support were invaluable to the young man. And she recommended that he go on to PhD level at Massey, under School of Maori Studies head Professor Robert Jahnke.
Mr Witehira said Dr Jahnke had high standards and working with him was challenging, rewarding and fun. His PhD thesis is to be about the relationship between Maori customary carving (whakairo) and Maori design in general.
"I love whakairo. I just find it totally inspiring, especially many of the older works. Carving was used to honour our ancestors and tell important stories.
"Tikanga, and Maori notions about the world, can be found in these stories, which is why I think carving is so important."
His thesis will also attempt to lay down some guidelines for the appropriate use of Maori culture, which he said had been abused by some designers.
Mr Witehira has also taken on design jobs that interest him while continuing his study. One of his favourites is a Maori typeface, which he has called Whakarare, and which should be ready for commercial release next year.
"This project was one of those distractions that kept jumping on to my desk. It's a typeface by Maori, for Maori, and I hope that it can have a lasting impact on New Zealand design."
He has also helped redesign Rotorua Museum, won a digital art competition that led to his work being shown on screens in New York's Times Square and in June put on his first solo exhibition in Wellington, called Ko Aotearoa Tenei/This is New Zealand!
To see more of his work, go to www.madebyjohnson.co.nz