Client: Black Ferns
Deliverable: Campaign artwork for The inaugural Women’s British and Irish Lions Tour
In te ao Māori, geometric patterns have the ability to convey complex narratives. For this design, the selected patterns portray the power of women in rugby while also reflecting whanaungatanga — a concept that embodies the relationships between family, connections between friends, and the ties between team mates and communities.
Deliverable: Campaign artwork for The inaugural Women’s British and Irish Lions Tour
In te ao Māori, geometric patterns have the ability to convey complex narratives. For this design, the selected patterns portray the power of women in rugby while also reflecting whanaungatanga — a concept that embodies the relationships between family, connections between friends, and the ties between team mates and communities.
Each pattern has been carefully considered for its mātauranga, cultural resonance, athletic context and its flexibility of use. These patterns are timeless in their representation of strength, unity and agility while also being contemporary in their aspiration and collective resilience.
The composition is fractured into lightning-like shards that frame individual patterns to communicate a design that is layered, dynamic and fierce. When woven together the arrangement of these complimentary characteristics offers a vibrant expression of te ao Māori, creating a powerful visual expression for the Women’s Lions Tour 2027.
