The Woman Behind the New Tourism Identity
In Fiji, Masi holds more significance than just being a decorative fabric as it represents a source of pride in identity. When Tourism Fiji decided to revamp its identity and logo, it aimed to create a Masi that symbolized an entire nation. To accomplish this task, they enlisted the help of Wati Maraiwai Talavutu, a thirdgeneration Masi artist and the designer behind Tourism Fiji’s new identity.
As an expert in both traditional and innovative Masi designs, Ms Talavutu worked closely with Tourism Fiji’s global agency Host/Havas to create an authentic and closely-rooted Masi design.
The new logo combines modern and bold typography with traditional Fijian Masi art, and each motif or matana signifies a village or a family.
Ms Talavutu’s previous work with the Ministry of i-Taukei Affairs and the Fiji Arts Council led to the creation of a Masi that represented the entire country while honoring its past and looking towards the future. This Masi contains Tapa motifs that symbolize various aspects of Fijian culture, including moving forward with a pioneering spirit, community, sharing, and crosscultural collaboration.
Ms Talavutu’s dedication to traditional Fijian art and culture has earned her recognition, including winning the Fashion, Arts, and Creativity category of the 2022 Prime Minister’s National Youth Awards.
She runs her own business, Creation23, and is a member of the Fiji Arts Council. Her originality and sustainability efforts have also gained her praise and enabled her to build a sustainable business that showcases Fijian traditional art and creativity. Ms Talavutu appreciates the platform given to showcase traditional Fijian art and culture, and she has faith in its recognition and value.
She acknowledges the effort and recognition given by the government and stakeholders, including Tourism Fiji, for recog
nizing the accomplishments and life skills of the youth.
She believes that preserving traditional art not only requires time and energy but also helps preserve culture and customs, motivating her to continue preserving art.
As a young artist, Ms Talavutu was inspired by her appreciation and love for traditional arts and culture.
She felt that traditional arts were constantly deviating, so there was a need for a forum or platform to showcase or recognize unique traditional designs and arts. She has been praised for her business concept’s originality, including the sustainability of her work reflected in her creations.
Ms Talavutu has made headway domestically and internationally, exporting her products to Fiji and the Pacific diaspora.
Through the Fijian Crafted design, Ms. Talavutu is part of the Fijian Made family, enabling her to build a sustainable business that portrays alluring traditional art and creativity. She thanked the government and stakeholders, including Tourism Fiji, for recognizing youth accomplishments and life skills, increasing self-esteem, aspirations, and drives for learning in a natural environment.
She has all the faith that traditional art and craft have the platform to be recognized and have value, considering it not only requires a great deal of time and energy to create but also preserves culture and customs. It gives her the determination to preserve art.