Monotype - Outlining the brief

In order to prevent overcomplicating the typeface representing the Maori, their cultural identifiers are reduced to 3 main qualities that are seen throughout aspects of their culture. By keeping these identifiers limited, it makes for a more direct and recognisable solution that readers will be able to associate easily to the Maori. The more the typeface communicates 'Maori', the more effective it is as the solution.

1. The Maori are a people that are connected with nature. 
2. They have a unique artistic style that is seen in their tattoo design and wood carving style. 
3. They have their own language which is big identifier in itself.

From these 3 points, (1) and (2) will influence the look of the typeface, whilst (3) will tell the reader the culture its representing.

These will also be the restrictions for the campaign, regardless of the idea.

1. Strictly white on black colour scheme that builds on the established colour scheme used by their national rugby team and airlines. These are already embedded into people's minds, straying away from these colours would only confuse and detract from the association. 
2. Descriptions of the Maori should be brief. This is to align with the attention span of most people viewing adverts and the fast paced societies we live in. The tone of voice should be light hearted and persuasive enough to generate curiosity from the reader.
3. Images should not dominate the overall look of the campaign as it is specifically a typographic and given the nature of Monotype being a type foundry, typography will be the main area of judging. 

These limitations will help streamline and focus the look of the campaign, creating an identifiable and seamless transition between the printed and digital media.