Kupu Rangi
Spark New Zealand
Liam Bennett, Matthew Jackson, Rory Maddren, and Dearna Smith.
Kupu Rangi reimagines the Kupu app to reignite interest in Te Reo Māori through a culturally immersive and interactive experience. Designed for users aged 25–35, it introduces Nui, an AI companion inspired by Ranginui and grounded in Māori ako teaching methods. Nui adapts to users’ dialects and learning styles, visual, auditory, or conversational, offering personalised guidance rooted in tikanga.
Users collect stars (words) to form constellations, linking language with identity and wellbeing. Guided by a proposed Cultural Advisory Team, Kupu Rangi is elevated by deep cultural respect, a sleek design, and a nationwide campaign that brings language learning into the daily lives of Kiwis.
My Roles
Producer
Graphic
Motion
Videography
Video Editing
Photography
Year
2025
Project Type
Live Client Brief
Awards
Best Awards (2025)
Bronze: Student Digital
Best Awards (2025)
Finalist: Student Toitanga
Rebranding to Kupu Rangi.
As part of the app enhancements, we rebranded Kupu to Kupu Rangi, refining the logo and visual identity for better clarity and cohesion. The original logo featured a complex raranga weave and multiple colours, making it difficult to apply across backgrounds and affecting readability. We simplified the icon, drawing inspiration from kāhui whetū (flax stars) and weaving patterns, while updating the wordmark to use DM Sans, a clean, modern typeface that aligns more closely with Spark’s brand.
The new type system features Gelica for headings, with Gelica Italic used to highlight key words, and DM Sans for body text to ensure readability and consistency. The refreshed colour palette brings Kupu Rangi in line with Spark’s visual identity, using vibrant pinks and deep purples to create a future-facing yet culturally grounded look.
Enhancing the Kupu App.
The original Kupu app had several drawbacks, including limited features, inconsistent voice prompts, minimal personalisation, and a lack of visual polish. Most importantly, it didn’t support contextual learning, offering few examples of kupu in real sentences or phrases.
To address this, we introduced a visual learning interface where users collect stars representing words. Inspired by gamification research, the star system encourages motivation, engagement, and daily participation, while avoiding excessive gamification to maintain an authentic and grounded experience. The app also incorporates Maramataka moon phases, which influence daily star availability and support wellbeing rhythms, along with subtle Matariki cues that celebrate reflection, renewal, and new learning.
- Rory Maddren works on the Hi-Fi App Prototype.
- Explainer Animation by: Matthew Jackson.
Adding "Nui", the AI Companion.
To deepen the learning experience, we introduced Nui, an AI companion inspired by Ranginui the sky father, whose presence connects directly to the star-based visual interface. Just as Ranginui watches over the heavens, Nui guides users on their Te Reo journey with calm, supportive energy. Supported by ako learning, where teaching and learning flow both ways,
Nui learns from the user to understand their learning type and stage, adapting the experience accordingly. For example, auditory learners are guided through conversation. Users are encouraged to fully understand and use each word in context with Nui before it becomes a collected star in their universe.
Polaroid Store Campaign.
To put a creative spin on the original Kupu tagline “Take a photo, learn a language,” we developed the “Take a photo, leave a photo” campaign to support the launch of Kupu Rangi.
Building on the app’s core photo-translation feature, the campaign encourages users to visit select Spark stores to print polaroid-style photocards featuring their own Kupu images. Each card includes the photo, its kupu, a contextual phrase, the image’s location, and the Maramataka phase it was taken in, designed to be a meaningful keepsake. Users can also pin a copy to the in-store board to inspire others and may receive bonus data by sharing their card and kupu with Spark staff.
Creating Video Content.
To help users grasp Kupu Rangi’s layered features, we created a visually engaging, easy-to-follow explainer video that walks through the core journey, from collecting stars to interacting with Nui and learning through context.
Alongside this, we produced a promotional narrative video titled “Kia Māia” (Be Brave), which follows a hesitant Kupu user who feels uncomfortable using Te Reo around others. After discovering the app, he begins a journey across Aotearoa with Nui, gradually realising his connection to the language and gaining confidence. Realising we’re not filmmakers by trade, we’re fairly proud of what we achieved through this heartfelt and authentic storytelling.
- Matthew Jackson works on the final touches for the Explainer Video.
- Piecing together the final cut and voicelines for the promotional video "Kia Māia".
