Māia communications products

Conscious Communication Framework

Our five-step pathway to produce a strategic communication plan and brand strategy.

Impact with Intention

Our impactful and adaptable campaign management programme.

Ria Hall performing

How we work

The way we work is like weaving a tukutuku: the intricately woven walls of a meeting house. But to create a tukutuku, you need a plan, a purpose. So that’s the first thing we ask: “He aha tō kaupapa? What’s your purpose?”


Once we know your purpose, we can weave together our knowledge and perspectives, to create something uniquely beautiful. And tell your story to those who matter most.

This process is brought to life by our two key communication products.

Our key products

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Our key products ✨

Our award winning strategic communication plan and brand strategy product.

Conscious Communication Framework

Rare Disorders NZ Government campaigning

Key outputs

  • Creative Workshop

  • Strategic Communication Plan

  • Communications 12-month Calendar 

  • Brand Strategy and guide book

Olivia Blaylock, Icehouse CEO
Rhythm and Vines 2023
Hoturoa Barclay-Kerr at M9
Ngāti Kuri #Hīkoito100

Conscious Communication Framework

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Conscious Communication Framework ✨

We developed The Conscious Communication Framework for changemakers in Aotearoa who want a solid cause-led plan that will deliver the goods. 

Ours is a proven model that has helped kaupapa across Aotearoa develop integrated communications and brand strategies that honour Te Tiriti and springboard to impact. It is a framework based on insights, intentional tactics and with purpose at its heart. 

Everything starts with kaupapa. Our process follows the principles of conscious marketing including the 5 P’s - Personal, Purpose, Product, People and Planet, and Promotion. It helps your team agree the magic of your ‘why’, bring it to life, and then share it with the world.

5 P's of Conscious Communications: Personal, Purpose, Product, People and planet, Promotion

Our framework has five steps:

  • 1. Workshop

    A fun and creative experience for you and your team where we draw out insights about your team, the people you want to serve and the environment you’re operating in. We ask you about your perfect day and the legacy you want to leave.

  • 2. Insights

    We take our insights from the workshop along with any other data, reports or business plans you have and we hold internal creative sessions at our studio.

  • 3. Ideate

    Part science, part art, together we come up with a memorable creative strategy, with pou (pillars) of activity that can achieve impact, speak to your people and champion your kaupapa. The strategy includes a 12-month calendar of activity across owned, earned and paid channels, as well as campaigns.

  • 4. Articulate

    We take what you’ve told us about your audience, your values and your muses and we create a brand strategy. This strategy forms a book that includes a messaging framework, tone of voice description and instructions, a whare kōrero and a master narrative. This will be used for briefing and creating all written and visual content for your brand or kaupapa in the future.

  • 5. Write the book

    We take on your feedback, refine and deliver the goods - a Strategic Communication Plan, 12 month calendar and your Brand Strategy Guide Book. Your team - and/or suppliers we trust - will be able to deliver many of the tactics in the strategy, and we will be there to take the lead on campaigns.

Our key products

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Our key products ✨

Impact with Intention: Campaign Management

Our award winning campaign management programme.

Ladi6 at Hīkoito100 festival for Ngāti Kuri iwi campaign

Key outputs

  • Master campaign planner

  • Campaign messaging framework

  • Social media pillars, templates, calendar + content development

  • Media list, media angle matrix, media kit, media release + securing media pieces

  • Design, supplier, partner and spokespeople briefing docs

  • Resource development

  • Client, spokespeople liaison and campaign WIPs

  • Impact report

  • Plus options to increase your impact

Impact with Intention

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Impact with Intention ✨

We developed the Impact with Intention Campaign Management Programme for changemakers in Aotearoa who need to raise the roof on a cause or kaupapa. Once we’ve laid the foundation through the Conscious Communication Framework, we are there to reconnect on campaigns that require impact and influence. 

Our campaigns have been recognised in the Marketing Awards, PRINZ Awards and the Comms Council prestigious Effie and Pressie awards. 

We follow a proven model that has helped brands and rōpū across Aotearoa scale up their impact and connect with communities who ‘need to know’. 

Our Impact with Intention process includes an establishment phase that we’ve honed to a fine art. It’s followed by an outcome-measured monthly delivery programme, with most campaigns going for 3-12 months. 

Our fixed fees allow you to budget and plan with confidence – and intention. 

Wai 262 banners
BEXY
Tāmaki Regeneration OWN IT campaign

Curious about how conscious communications could impact your kaupapa? Let’s kōrero.