Magnitude7 is a seed programme (brought to you by Mahuki, Te Papa Tongarewa) designed to inspire the next generation of innovators that possess the ability to see to the next level. I was engaged to develop an evocative identity for Mag7 celebrating journey and discovery.
More commonly associated with earthquakes, 'Magnitude' is also the unit used to measure the luminosity of stars. At Magnitude 6 stars can still be seen by the naked eye. Magnitude7 goes further.
The Magnitude7 programme honours the epic journeys of discovery by Maori and Pasifika; These celestial navigators looked and travelled further and were guided by ancient knowledge, their intuition, and, of course, the stars. A deep connection with nature; the sky, land and sea must have been crucial to their success. And it is this connection that has been the key inspiration for this artwork.
While these navigators may have been gazing at the stars, it was the great oceans below them that physically carried them to new lands. Similarly, Mahuki's next generation of entrepreneurs and innovators may similarly be aiming for the stars, but they will also need to look deep below the surface of their environment or industry/sector to find answers and new approaches.
The deep ocean reveals a variety of marine life. Jellyfish elegantly float, a turtle propels itself upwards, dolphins playfully dive deep while a whale takes a breath above the surface. A traditional double hulled vaka glides in the distance – representing the vessel that would have been used in ancient times.
From out of the sea rises the number 7. Angular and bold, this form contrasts with the organic forms surrounding it (sea and sky). Enveloped with dramatic pink clouds this shape becomes a platform for the modern entrepreneur of today. A simple silhouette plays against the layered forms of the sky. The Matariki constellation surrounds and beckons our entrepreneur to look upward. The very essence of pursuit of discovery; the courage to go new heights.
Finally, ‘Magnitude’ sweeps across the design in an exuberant and vivacious typographic style. The energy and movement of this handwritten font looks to capture the energy of any entrepreneur Magnitude7 is looking to attract. It is that energy will ultimately carry them through their journey of discovery and innovation.
This full-colour artwork was created as a hero campaign image for use on billboards, large format posters, postcards and as an oversized art print for the Mahuki Hub interior.
Check out this related project to see how I transformed this complex design into a reduced single colour version for silk screening merchandise.