Kupu Quest.
Created as part of a live campaign proposal for Spark New Zealand.
Designed in collaboration with Isabella Hepburn, Sumaya Abrahams and Patrick Rose.
Role
Team Lead, UX/UI Designer
Skills
Campaign Design • UX/UI Design • Public Engagement • User Research • Art Direction • Behaviour Change Design
Duration
8 Weeks
Project Overview
Kupu Quest explored how storytelling, interaction and shared participation could encourage more engaging and accessible everyday use of te reo Māori. Developed in response to Spark’s Kupu brief, the project focused on increasing ongoing engagement with the Kupu app through playful, community-driven interaction.
The Challenge
Many New Zealanders value te reo Māori but struggle to engage with language-learning tools consistently. The campaign explored how small, rewarding and social interactions could help transform curiosity into lasting language habits.
Campaign Concept
Over 30 days, audiences solved daily riddles shared across social media before scanning their answers through the Kupu app to enter a prize draw. Each correct answer contributed to a woven digital billboard installation that gradually revealed the kupu of the day through collective participation.
Design Approach
The campaign combined social interaction, motion, digital engagement and environmental storytelling to create a connected multi-touchpoint experience.
Animated weaving patterns, bold typography and high-contrast layouts were used to create a visual language that felt contemporary, immersive and community-driven.
Building Everyday Engagement
Designed across both physical and digital touchpoints, Kupu Quest explored how interaction design and storytelling can encourage connection, participation and cultural engagement through everyday moments.
A Shared Learning Journey
Inspired by weaving as a symbol of shared learning and connection, the evolving billboard system represented individual contributions becoming part of a larger collective story.
As the campaign progressed, each completed interaction added to the woven visual language, gradually revealing the kupu of the day through shared participation.
Campaign Conclusion
At the conclusion of the campaign, all 30 kupu came together to form a final motion piece celebrating the shared learning journey and the everyday presence of te reo Māori.
