Ngati Tama

TBD created a 2018 Annual Report for Ngāti Tama to document its activities and finances from the previous financial year.

The report has a clean and modern approach with bright colour and strong photographic elements. Ngāti Tama has a rich history and culture which is represented through symbolism, colour and type.

The main colour used effectively throughout the document is a bright olive-green reminiscent of native bush. A pea-green shade is used as a secondary colour. The colours compliment each other with the olive green adding a more earthy, warm tone in the design while the brighter secondary green adds more of a pop to statements, titles, and infographics.

The logo’s carved bone Manaia is used as a motif on the pages and adds a symbol of cultural significance while also being sparing enough to not overwhelm the content. It is implied with outline and texture, giving a contemporary feeling to the design while allowing for Ngāti Tama’s heritage to shine through.

The other alternatives considered were more shades of saturated greens and more textures for more detail. Ultimately, the compromises that were made throughout the design process involved making sure the overall design was clean, readable, and modern by reducing the amount of photography and sticking to a simpler colour palette.