Te Āhuru Mōwai: A Safe Haven for Community

The branding for the redevelopment of the Feilding Library was built around two connected parts: the building itself, Te Āhuru Mōwai: a name gifted by local iwi Ngāti Kauwhata meaning “a safe haven for our community to be in, learn in, and thrive in” - and the services delivered through the Manawatū Community Hub Libraries, which support the main library and 6 satellite libraries across the district.

This dual identity was designed to reflect both place and purpose. Te Āhuru Mōwai anchors the library as a cultural and physical landmark at the heart of Feilding, while the Manawatū Community Hub Libraries brand represents the network of services extending beyond the building’s walls.

I was responsible for the brand design and strategic direction, ensuring the identity captured cultural storytelling and the community’s vision. The rollout spanned environmental and digital design, signage, wayfinding, marketing collateral, digital screens, vehicles, and storytelling projections.

The result is more than a place to borrow books, it has become the beating heart of Feilding: a space for learning, connection, and creativity. From light-filled reading nooks and vibrant children’s and youth areas, to a Makerspace that opens doors to tools and technologies many would otherwise never access, every corner was designed to spark imagination and belonging.