by Jess Lowcher
Excerpt:
This article highlights the journey of Aroha Tamihana, a Māori designer and entrepreneur who founded Maimoa Creative, which specialises in unique Māori products, content and resources. Aroha shares her roots in Ngāti Raukawa and Ngāti Ranginui, acknowledging the importance of her heritage and the role of her tūpuna in preserving the Māori language. Initially studying Psychology, she soon realised her passion lay in the arts and switched to a Creative Arts Degree. Post-graduation, Aroha worked in design studios but felt a strong pull towards projects that allowed for more personal expression and connection to her Māori heritage.
Maimoa Creative started as a side hustle but quickly became her full-time venture, focusing on promoting the Māori language and culture. Aroha discusses a standout project, a collaboration to create a deck of Māori playing cards for Matariki, which combined traditional Māori symbols and modern design techniques. This project, among others, highlights her commitment to innovation and excellence in design, drawing from her Māori roots and her ongoing journey of language and cultural reclamation. Through Maimoa Creative, Aroha continues to explore ways to enhance and celebrate Māori culture in contemporary design contexts, providing valuable tools and resources for learners of te reo Māori.
