A pepeha urutau (adapted pepeha) is a way for your organisation to express it's unique identity, values, and purpose through a Māori lens. Unlike He Pepeha Māori, which connects individuals to whenua and whakapapa, a pepeha urutau reflects an organisation’s kaupapa (mission), the people it serves, and its unique place in the world.
This guide will help your organisation craft a meaningful and authentic pepeha urutau that goes beyond a simple template.
1. Identify the Core Elements of Your Organisation
Consider what makes your organisation unique. Think about:
What foundations uphold your organisation? (e.g., knowledge, creativity, service, connection)
What drives its purpose? (e.g., innovation, education, community, sustainability)
Who it serves? (e.g., customers, clients, students, whānau, hapori)
What is the mauri (life force) of your organisation? (e.g., language, culture, values, technology)
Rather than focusing on physical locations (maunga, awa, waka), focus on conceptual and cultural foundations that sustain your work.
2. Use Metaphors That Reflect Your Organisation’s Identity
Māori thought is rich with metaphor and symbolism. Consider what imagery aligns with your kaupapa:
Tukutuku (woven panels as seen in whare tūpuna): Symbolises interconnected knowledge, storytelling, and digital networks.
Whakairo (carving): Represents deep thinking, creativity, and craftsmanship.
Mauri (life force): The energy that sustains the organisation and its people.
Raranga (weaving): The collective effort of people working together to achieve a shared goal.
Kete: That contain important things such as types of knowledge.
3. Structure Your Pepeha Urutau
A pepeha urutau does not need to follow a strict format, but it should have a clear flow. Here is a suggested structure:
1. Foundation (What underpins your work?)
Example: “Ko te tukutuku kōrero te whatu.”(The woven words are the foundation.)
2. Life Force (What energises your organisation?)
Example: “Ko te mauri o te reo e kawe ana i te mātauranga”(The life force of the language carries the knowledge.)
3. Collective Identity (Who makes up your organisation?)
Example: “Ko [Organisation Name] te whānau e raranga ana i te tikanga, i te reo, i te whakaaro.”([Organisation Name] is the family weaving together tikanga, language, and thought.)
4. Vision and Growth (What is your ongoing journey?)
Example: “Tū tonu, tupu tonu, [Organisation Name]!”(Standing strong, growing strong, [Organisation Name]!)
4. Keep It Authentic and Purpose-Driven
A pepeha urutau should be meaningful to your organisation. Avoid simply translating a traditional pepeha into a digital format. Instead, reflect deeply on what truly represents your values and aspirations. Do not copy the traditional pepeha Māori, since that would be appropriation. Reflect deeply on what you want to convey about your organisation.
5. Examples of Pepeha Urutau for Different Organisations
Example 1: A Tech Company
Ko te whatutoto o te whakaaro te whatu.(The heartbeat of ideas is the foundation.)
Ko te mauri o te hangarau e kawe ana i te huringa.(The life force of technology carries transformation.)
Ko [Tech Company] te whānau e tuitui ana i te mōhiotanga, i te auahatanga, i te tangata.([Tech Company] is the family weaving together knowledge, innovation, and people.)
Rere tonu, tupu tonu, [Tech Company]!(Flying strong, growing strong, [Tech Company]!)
Example 2: A School or Educational Institution
Ko te mātauranga te kākahu e hora ana i te ao.(Knowledge is the cloak that spreads across the world.)
Ko te ako, ko te whakaako te mauri e kawe ana i te iwi.(Learning and teaching is the life force that carries the people.)
Ko [School Name] te whānau e whakaruruhau ana i ngā ākonga.
([School Name] is the family nurturing its students.)
Ko [Local Iwi] te iwi e manaaki ana i tēnei kura, ā, ko [School Name] te kura e tautoko ana i tōna iwi.([Local Iwi] is the iwi that supports this school, and [School Name] is the school that supports its iwi.)
Tū tonu, tupu tonu, [School Name]!(Standing strong, growing strong, [School Name]!)
Example 3: A Boat Building Company
Ko te rōnohi e whakapaneke ana i te iwi i runga i te moana. (People are moved over the ocean by the launch.)
Ko te kaiwhakatere e tia ana i te rōnohi i runga i te moana. (The helmsman steers the launch over the ocean.)
Ko [Company name] te pakihi e hanga ana i ngā rōnohi. (The [Company name] is the business that builds launches.)
Whakaangi tonu, whakaangi tonu [Company name]! (Sail along, sail along [Company name]!)
Encouraging Organisations to Develop Their Own Pepeha Urutau
We encourage leaders, staff, and communities to collaborate in creating a pepeha urutau. It should be an evolving statement that reflects the organisation’s journey, not just a one-time exercise.
Would you like to develop a pepeha urutau for your organisation? Reflect on the key elements above, experiment with wording, and create something that truly represents who you are and where you are going.
Tū tonu, tupu tonu, Digital Iwi!
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