Kupu Rangi
With Spark New Zealand
My Roles
Project Manager
Brand Identity
Copywriting
Typography
3D Modelling
3D Animation
UX Design
UI Design
Research
The Team
Liam Bennett
Graphic Design
Videography
Matthew Jackson
Motion Design
Videography
Rory Maddren
Interactive Design
Videography
problem
Kupu Rangi was developed in response to Kupu’s declining usage, which stemmed from a lack of immersive and culturally meaningful features. Spark’s Riki Hollings shared their vision for Kupu 3.0, challenging us to reimagine its future to reignite interest and attract new users while remaining true to its Māori values and origins.
process
The process was guided by Tikanga Māori, embedding whakapapa, kaitiakitanga, manaakitanga, oranga, and kotahitanga across both design and collaboration. This foundation of values was carried through in practice, with co-learning shaping the outcome, most notably through Spark’s suggestion of Nui taking a more active role with users.
This also reflected ako, a reciprocal approach to learning, first in the user’s interaction with Nui, and echoed in the collaboration with Spark. Regular kōrero and open feedback helped shape the project's direction and supported a respectful, evolving partnership that mirrored the learning journey within the app itself.
outcome
Kupu Rangi is an interactive visual language app that invites users to grow their universe and Te Reo Māori knowledge one word at a time. Stars on the moon represent words, and kāhui whetū form as users collect and learn vocabulary.
Kupu Rangi introduces a personalised app design with a 3D interactive moon that changes colour based on learning type. As kupu are collected, they form constellations that visualise progress and encourage regular use.
The AI companion Nui, inspired by Ranginui, is a supportive, father-like guide who uses ako principles to shape a personalised learning journey. Nui’s voice feedback supports pronunciation, while the updated camera feature links language to real-life moments. Users can take photos while learning, stored in a gallery to help embed Te Reo through personal memory.
The campaign extends beyond the app with the “Kia Māia” promotional video and the in-store event “Take a photo, leave a photo”. The video follows a user reconnecting with Te Reo Māori through the app and Nui. In-store, users can print photos and share their learnt kupu with Spark staff to receive free data, encouraging community participation in language revitalisation.
The challenge was to maintain Kupu’s identity while merging it with Spark’s branding to become future-facing, sleek, and culturally rich. The logo was redesigned to reflect raranga and harakeke whetū, while incorporating niho taniwha for cultural continuity.
impact
Kupu Rangi is elevated by its deep respect for Tikanga Māori. As for Nui’s knowledge, it is shaped by a proposed Cultural Advisory Team of Te Reo Educators, Iwi Representatives, and Tikanga Experts to ensure all content aligns with Māori customs. And Spark’s regular feedback and involvement guided the work, praising its mature and considered approach.
Kupu Rangi is not just an app, but a growing universe where language, culture, and identity come together to shape a more connected Aotearoa.
other work
