Getting Your Wings | with Kūhaʻo Zane
Some journeys require distance, not to forget where you’re from, but to discover who you are.
Kūhaʻo Zane, the lead graphic designer at Sig Zane Designs from Keaukaha, Hawai’i, didn’t just follow in his family’s footsteps, he forged his own path. But to do that, he had to leave home first.
“When you grow up in a small town, you’re kind of forced to align by a specific social code, and maybe that doesn’t allow for the maximum amount of growth for you as an individual.”
For Kūhaʻo, growing up in Hilo meant being surrounded by legacy. His dad, renowned designer Sig Zane, had already built a respected brand rooted in Hawaiian culture and design. His mom, Nalani Kanakaʻole, was a kumu hula. And the cultural influence ran even deeper: his grandmother, Edith Kanakaʻole, was a revered kumu hula, chanter, and teacher who helped lead the Hawaiian cultural revival.
The Edith Kanakaʻole Multi-Purpose Stadium, where the prestigious Merrie Monarch Festival is held, is named in her honor. In 2023, she became the first Native Hawaiian woman to be featured on a U.S. quarter, one of five women total, a testament to her enduring impact.
While creativity was in the air, so was pressure.
Kūhaʻo with Nalani Kanakaʻole Zane (Mom) and Sig Zane (Dad)
It wasn’t until he moved to Los Angeles for college that he finally had space to breathe.
“I think that me coming from a small town where everybody knows your name, where everybody knows your parents and they’re constantly watching you…I think that having the freedom of anonymity is somewhat of a blessing because it allowed me to express my full creativity.”
The Power of Anonymity
Anonymity isn’t about running away, but about finding the freedom to grow. In LA, Kūhaʻo wasn’t Sig Zane’s son or the kid from Keaukaha. He was just Kūhaʻo. And that opened the door to experimentation, vulnerability, and self-discovery.
“It allowed me to express my full creativity without having these overbearing parents—and not overbearing in a bad way, but overbearing as far as these creative pillars in Hilo.”
He left behind the expectations and familiarity of a close-knit community, and with that, the constant feeling of being seen and known. It wasn’t easy, but being uncomfortable gave him the space to figure out what really mattered. Without the weight of who people thought he should be, he could finally start asking: What do I want to create? Who am I when no one’s watching?
Learning Through Insecurity
Kūhaʻo’s journey wasn’t easy. He struggled with grades throughout school and didn’t see a clear future after graduation. But he learned to use that self-doubt not as a reason to stop, but as a reason to keep going.
“Fail forward. Meaning that if you fail and you fall front, you might as well just get up and try to figure out how to push yourself forward.”
Even now, after two decades of creative work and partnerships with global brands like Nike, Hurley, and the University of Oregon football team, Kūhaʻo admits: the insecurity never really goes away. But he’s learned how to turn it into fuel.
“I’m still insecure today. I think that maybe the only change that I’ve made from being a little kid to now is that I allow the insecurity to actually fuel my preparedness, to be able to feel my consistency, and then also to be able to feel the way of learning possible. And, using the insecurities as a fuel to be able to push forward into the world.”
Insecurity is a feeling many of us can relate to, especially when stepping into unfamiliar spaces, whether it’s a new school, a new city, or a new dream. But Kūhaʻo’s story is a reminder: growth begins where comfort ends.
Coming Home Stronger
Eventually, Kūhaʻo returned to Hilo to work in the family business. But he didn’t step right into a creative role. He worked the floor. Stocked the back. Earned his way up.
And when he finally brought his skills to the design table, he came equipped with something new: perspective.
“I think it’s important for you to actually go out there, go get your wings, and come back and figure out what kind of gem you can bring back to your small town.”
That “gem” wasn’t just design expertise, it was a mindset shaped by experiences and partnerships around the world. Kūhaʻo’s creative journey includes collaborations with major brands like Nike ACG, Hurley, the University of Oregon football team, and so much more, where he helped design projects that celebrate Hawaiian landscapes and Polynesian heritage. These projects allowed him to carry his cultural perspective into spaces far beyond Hawai‘i, and then bring that knowledge home.
What he brought back wasn’t just a refined design skillset, but a deeper understanding of how to honor culture while innovating. Kūhaʻo developed what he calls cross-pillar ingenuity: the idea that creativity is born from the unique combination of your personal interests, cultural upbringing, and the perspectives of your community.
By connecting these different parts of who he is—his heritage, his lived experience, and his passions—he’s able to design with a sense of purpose that resonates far beyond Hawaiʻi.
Today, Kūhaʻo blends ancestral knowledge, contemporary design, and this cross-pillar philosophy to create projects that reach from Hilo to the world.
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