Mika is a New Zealand Māori artist — a modern taonga whose three-decade career spans stage, film, television, fashion, and music. Known for his camp cabaret, sexual ambiguity, cultural provocation, and subversive performance, Mika’s persona is as complex as it is iconic.

The brief was to transform this persona into a modern identity that reflected his multifaceted nature, both gay and Māori — without diminishing his flamboyant essence. The solution began with the creation of the “M” symbol: strong, simple, and standalone, yet imbued with quirks that mirror Mika’s personality. It draws on traditional Māori motifs, like the koru, while subtly referencing the ure, forming the foundation for a custom typeface that is cheeky, functional, and modern. Stationery and promotional material juxtapose varied imagery of Mika, highlighting the divide between person and performer. A traditional Māori palette of black and red, paired with iridescent paua-inspired foil on raw textured stock, reinforces his cultural heritage while expressing the vibrancy, depth, and playfulness of his identity.