Rebrand Next Mahi Matua: Waitohu Umanga by Eluan Araujo

Rebrand Next Mahi Matua: Waitohu Umanga by Eluan Araujo is a highly esteemed winner of the very prestigious 2026 A' Design Award Parahi in Hoahoa Whakairoiro, Whakaahua Ringa me te Whakawhitiwhiti Ataata Competition Category.

ParahiWhakairoiro· 2026

Rebrand Next Mahi Matua: Waitohu Umanga

by Eluan Araujo

Client: Ash Studio

A' Design Award Parahi Winner in Whakairoiro Category

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Verified Award Winner
Verify Award Status for #167125

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Colors

The Design

About Rebrand Next Mahi Matua: Waitohu Umanga

Kuputuhi Pukapuka: E whakaatu ana tēnei kaupapa i tētahi pūnaha tuakiri ā-tirohanga i hangaia hei whakaatu i te noho tahi me te haere tonu i waenga i ngā whakatupuranga rerekē i roto i tētahi horopaki whakahaere kōtahi. E ahu mai ana te tono i runga i tētahi anga āhuahanga mārama, tāraro hoki e taea ai te whakamahi ngāwari me te pupuri tonu i te ōrite ā-tirohanga. Ka whakakotahi te tohu i te māmā ā-āhua me te hōhonutanga tohu, e taea ai te urutau puta noa i ngā whakatakotoranga maha me ngā hunga whakarongo. Ko te hua he tuakiri mauroa, whaihua hoki e hāngai ana ki ngā taiao e hiahia ana ki te taurite i waenga i te whakaaturanga o nāianei me ngā tikanga tuku iho.

The Recognition

About the A' Design Award Parahi

Ko Rebrand Next Mahi Matua: Waitohu Umanga te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Rebrand Next Mahi Matua: Waitohu Umanga he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Rebrand Next Mahi Matua: Waitohu Umanga i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The project presents a visual identity system that translates continuity direction and belonging through a unique symbolic solution. The integration of the letters N and X creates a modular sign representing collective movement and generational evolution. The system allows adaptations without compromising visual consistency making the identity flexible contemporary and enduring across multiple contexts.
Dimensions & Packaging: The identity was developed as a modular vector based system built on a rational geometric structure and principles of harmonic proportion. The elements maintain clarity and recognition across different scales and media. The system includes responsive variations grid specifications color standards typographic hierarchy and guidelines for digital print event and signage applications.
Tags: branding, graphic design, visual identity, rebranding, youth, contemporary, modular system, symbol, logo, institutional
Production Technology: The development involved hand drawn sketches geometric studies and progressive digital refinement. Multiple monogram configurations were tested before defining the final structure. Vector construction ensures precision scalability and consistent reproduction. The system replaces a previously generic symbol with a proprietary identity designed for long term visual longevity.
Design Challenge: The primary challenge was balancing the expectations of three distinct audiences teenagers shaped by post 2010 digital culture young adults influenced by early 2000s references and leadership grounded in traditional values. The identity needed to feel contemporary without alienating institutional expectations. This required a restrained yet expressive visual language resulting in a system that achieved cross generational acceptance and reinforced cultural relevance.
Research: Research type qualitative and comparative. The objective was to understand generational visual perception. Methodology included cultural analysis visual benchmarking and symbolic mapping. Data was collected through literature review visual audits and group observation. The result was a modular system with improved cohesion relevance and communication sustainability.
Inspiration: This project emerged from the need to create a visual identity capable of representing two distinct generations within a shared institutional purpose. The inspiration came from observing how teenagers and young adults relate to symbols identity and belonging. The goal was to build a visual language that respects cultural and behavioral differences while reinforcing unity and collective continuity.
Project Duration: The project was developed between March and April 2024 in Curitiba, Brazil.
Operation Flow: The visual system operates in a clear and intuitive way enabling immediate recognition and consistent use. Its structure allows subdivisions for different groups age ranges and activities while maintaining visual unity. Audiences interact through simple visual cues while leadership benefits from easy application and cohesive communication.