Challenge

Powerhouse pair Barfoot and Thompson and Equinox Group came together on the Orakei Bay Village – set in Auckland’s Orakei basin, a distinctive, best of breed development, five minutes commute from the CBD. The partnership came to Voice to help position this exciting development and ensure Orakei Bay Village squarely faced its largest opportunity.

A prestigious waterfront address, Orakei Bay Village called upon well heeled Eastern Aucklanders to sell up and move to a simpler, easier, apartment life – without giving away the things they held dear.

From a branding perspective, Voice knew the design needed to be have an aspirational intent, yet still reflect the conservative nature of the market. The design dichotomy of being contemporary, yet classical.  Strategically, Voice also knew the development was entering a highly competitive market in a city in the middle of a building boom – Orakei Bay Village needed to sit well above the chatter of other developments and assert itself as the premium and distinctive choice.

Voice initially developed a logo and visual identity for the brand, graphical representations of buildings reflected in water, images of the harbour, the greys and greens of nature mixed with lifestyle type cues set the graphic feel for the brand. Next leveraging this look and feel through apartment building sales collateral, advertising concepts and a website.

The majority of sales for the initial Orakei Bay Village stock took place in the pre-sales phase of the project – much to the delight of developer and real estate agent.

CUSTOMER

Equinox Group/ Barfoot & Thompson

What we did

Strategy and Positioning, Naming, Logo and Visual Identity Design, Marketing and Sales Collateral, Website Development

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