Distinguished Artist Sēmisi Potauaine works with RUN Agency
Sēmisi Fetokai Potauaine approached RUN to collaborate with the Tongan born, internationally recognised artist, on the design and launch of his personal brand.
Sēmisi is a prominent artist, born and raised in Tonga and educated in Aotearoa, New Zealand and the UK, in both art and architecture. His work concentrates on ta–va (time and space), culture and language. Notable artworks include Manuēsina (white bird/white angel) for Sculpture on the Gulf on Waiheke Island (2017) and Tunavakamea & Hinavakamea (2012), two 8-metre-high sculptures for Nuku`alofa’s waterfront, for the Ministry of Tourism in Tonga.
RUN, an Auckland based design and advertising agency, worked closely with the artist to create a cohesive and culturally acceptable presence for the Sēmisi Fetokai Potauaine brand. This was rolled out across brand identity, brand strategy, website design, social and moving image.
In close collaboration with Sēmisi RUN designed his brand identity and logo, akin to the geometric aesthetic he is so well known for. The logo, according to Sēmisi, needed to be in a fluid state in order for it to be able to work, he needed to be able to move it around to suit his mood, presence or scenario. The website design was kept simple and minimal, in line with the visual aesthetics that come through strongly in all his work. RUN also spent time with the artist on brand strategy, to further build upon his provenance and history as an artist and architect.
Sēmisi Fetokai Potauaine’s soon-to-be-iconic new sculpture was installed in Christchurch last week as part of the Scape Public Art Festival. Called Vaka 'A Hina, and commissioned by SCAPE Public Art, the 16 metre tall (around five storeys high), $275,000 artwork, is a symbol of solidarity and togetherness. Inspired by the legend of Hina and her voyage to the moon. In Tongan and Hawaiian traditions, the dark area of the moon is a manifestation of Hina on the moon beating tapa/kapa. The Vaka ʻa Hina sculpture expresses intricate geometric designs, kupesi, of Vakatou (canoe), Kefukefu (sea waves) and Nifoʻi ʻAnga (shark teeth). These motifs are intricately related to Hina, also known in other Moana Nui traditions as Sina or Ina. Transcending cultures and spirituality Vaka 'A Hina will be a lasting legacy of hope.
RUN is an award-winning, creative agency based in Auckland, focused on creating quality strategy and unique solutions to help build and grow businesses and organisations. They work in partnership with their clients to deliver engaging graphic design and creative advertising. CD Raymond Otene McKay was listed as a recent Campaign Asia-Pacific 40 Under 40 recipient and Design Director Laura Cibilich, awarded with a Campaign Asia-Pacific Woman to Watch accolade.