Malaga
Graphic Design
An expressive typography poster for Samoans to connect with their culture, exploring the relationship between language, identity, and visual storytelling
Year
2025
Extensive research was conducted to accurately represent the cultural significance of Samoan tattoo motifs and patterns. Due to limited reliable online sources, research included in books, historical references, and conversations with older Samoan knowledgable in traditional tattoo symbolism.
The findings showed that Samoan tattoo patterns are deeply connected to personal identity, family history, and genealogy, with each motif reflecting cultural traditions and ancestral stories. This research guided the design approach, ensuring the final outcome respected the heritage and authenticity of the Tatau
Problem:
Many Samoans feel disconnected from their culture because they were not taught the Samoan language, traditions, or meanings behind cultural knowledge while growing up. This creates a loss of cultural identity and understanding, especially among younger generations living outside Samoa or in multicultural environments
Info:
The defining element of Malaga (journey) is its use of sharp geometric symbols inspired by traditional Samoan tattoo patterns that have been passed down through generations for over 2,000 years. Deeply rooted in Samoan culture, these forms carry meanings of leadership, responsibility, service, and commitment to one’s community. Within the design, the geometric elements symbolise the journey of guiding, serving, and contributing to something greater than oneself reflecting both personal purpose and collective connection