We uplift and advance the cause of ‘social-tribal’ identity and diversity and work to create a deeper appreciation of the ‘blends’ that bind ‘tribes’, creating arguably ‘richer’ deeper and more meaningful hues of our ever changing NZ multi-tribal social ecosystem.
‘Colour’ celebrates the mavericks and outliers, the insignificant and the minority. The disenfranchised, debased and all that are diverse, different and distant
from the mainstream.
Colour acknowledges the artists and poets unafraid to ‘colour’ outside the lines.
Colour lives in neither black nor white but in the many overlapping blends of these whose shades of grey house the very chaos where NZ’s ‘tribal’ insights reside.
We like to think our primary colour is a ‘pale blue’. Where all tribes all peoples all blends, tints and shades originate, the spirit of which Carl Sagan so eloquently captured in his 1994 book...Pale Blue Dot: A Vision of the Human Future in Space
“Look again at that dot. That's here. That's home. That's us. On it everyone you love, everyone you know, everyone you ever heard of, every human being who ever was, lived out their lives.The aggregate of our joy and suffering, thousands of confident religions, ideologies, and economic doctrines, every hunter and forager, every hero and coward, every creator and destroyer of civilization, every king and peasant, every young couple in love, every mother and father, hopeful child, inventor and explorer, every teacher of morals, every corrupt politician, every "superstar," every "supreme leader," every saint and sinner in the history of our species lived there--on a mote of dust suspended in a sunbeam.” ― Carl Sagan
Joseph’s background is in cultural communication and futures (scenario) planning. He leads the consumer ‘co-designed’ institutional & cultural change across the Ministry of Health’s Cancer Sector as Chair of Cancer Consumer NZ.
He has owned and/or operated export focused primary product businesses over the last 20 years the most notable being Tohu Wines which he founded. He ran his own wine label – Tapata Wines for over a decade post Tohu and today through ‘Colour,’ partners with many SMEs, enterprise organisations, Govt and Post Settlement Government Entities up and down the country to align product and/or service delivery with consumer/ constituency demand.
Atawhai is a connector, translator and 'bridge builder’ across the Crown - Māori Relationship.
The author of the 5 Wai’s engagement canvas, he understands the intricacies of the public sector acutely able to step government through a methodical yet all encompassing process of engaging with Iwi/Māori. "The government is a major partner, but far too often a major obstacle to Maori development. Through better knowledge, and strong networks, I try to bring together those who will break the barriers down."
Alike Joseph, Atawhai is also a creative planner having managed multi-million dollar social impact / advertising campaigns shifting behaviour of priority population communities.
He's led Māori statistics via the world's first survey of indigenous wellbeing, and measures of Whānau wellbeing and was invited by the OECD to speak in Guadalajara, Mexico in October 2015.
He's been an indigenous policy consultant overseas and although based in Wellington, he lives between there and Bangkok where his wife is a senior manager, health programs for the United Nations and where his youngest son attends international school there.