From the outset, the Pine Harbour marina and development needed to follow a master plan that would realise its fullest opportunity. Voice helped to translate the master plan into a digestible set of actions for the brand, helping to form the character, feel, market appeal and eventually the success of the area. A complete branding process ensued including strategy, logo, visual identity and communications. Beyond that, Voice was asked to plan and develop the way finding system for the precinct and, through a series of signs, graphics and icons, helped ensure that people could explore the precinct and gain a positive impression of the area. Afterwards, new development phases were released at Pine Harbour including three new developments; The Landing, The Brae and The Quarters.
When the Auckland real estate market was experiencing a large upturn in sales, Pine Harbour came to Voice to help them make the most of the opportunity. Pine Harbour needed to attract Auckland buyers to its relaxed coastal lifestyle. With perceptions of long commuting times and lack-lustre shopping choices to fight, a benefit-driven, informative campaign was needed to express the great reasons for buying there. A picturesque area, with easy access to marina facilities, Hauraki Gulf and multiple beaches meant Pine Harbour was the perfect choice for boaties and active families. Beautiful coastal imagery was used to create a sense of a relaxed seaside life, blended with hard hitting benefit-driven copy that spoke about the ease and convenience the area offered.
“Pine Harbour was a complete brand, developed from the ground up”, says Jonathan Sagar. “And its continued success and relevance is testament to the work completed all those years ago”
Executive Creative Director, Voice