How do you capture the uniqueness of Ponsonby Road in a brand? Voice’s challenge was to develop a brand for the Ponsonby Business Association (PBA) that positioned Ponsonby Road as a unique, relevant and compelling destination in visitors’ minds and instil a sense of community and belonging in its residents.

The brand also needed to attract new investment and entice business owners to move into the area. Voice realised that to do Ponsonby Road justice, it would have to create an honest and straightforward brand that captured Ponsonby’s rich, colourful heritage and reflect the real Ponsonby – authentic, eclectic, creative and cool.

With this in mind, Voice developed a simple message to convey a big idea. ‘Ponsonby Road: Auckland’s Hippest Strip’ expressing the brand in a way that reflected the suburb’s ‘laid back cool’ nature. From here, Voice designed a visual signature, guidelines, stationery, marketing and communications design.

Once the brand was created, work began on a high-performing, contemporary website backed by a robust and well-populated database to drive the Association and its members to the next level. Through the employment of terrific graphics, intuitive interfaces, and an easy-to-follow CMS, PBA has come together as a digital online group and promotes itself and the personality of this unique area to all onlookers and stakeholders, both existing and potential.