Whāia te toi huarewa o te auahatanga , hei kete toitoi manawa mō Tāmaki Makaurau 
Seek the pathway of creativity as a kete of inspiration for Auckland 

Our strategic direction is guided by our kaupapa; Tāmaki Makaurau, a city alive with creativity. To achieve this, we work to create a stronger sector voice, build understanding of the sector’s needs, and encourage a collaborative strategic response to those needs.

Our strategic priorities and outcomes are informed by our whakatauki, Seek the pathway of creativity as a kete of inspiration for Auckland, and supported by the five pou of our mahi.  

Our pou provide the conceptual pillars for our action; convene; advocate; activate; disrupt; decolonise.  We follow a defined process for strategy activation, and evaluation to measure our Impact.  Our Investment Policy guides our use of funds to support initiatives that contribute to our strategic priorities.