I am Ōtautahi is an exploration of human individuality and diversity through typography.
The brief was to create a strategic communication campaign that brings about a sense of place and pride within Christchurch.
My response was to create an event fuelled by the inhabitants of Ōtautahi. I asked people to design and submit a letter that evoked their individual personalities in an effort to break away from ethnic cliches.
I then proceeded to collate each letter in an effort to rebrand the city as a diverse and open place that accepts and embraces change.
I am Ōtautahi is a campaign that aims to brings people with differences together, to create a sense that they're an individual piece within a greater identity.
I am Ōtautahi, you are Ōtautahi, we are Ōtautahi.
Scope of work:
Identity concept & creation