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 the minds of visitors, as well as instilling 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 simple brand that captured Ponsonby’s rich, colourful heritage and reflected 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’ expresses what the brand is about in a way that reflects the ‘laid back cool’ of the suburb. From here, Voice designed a visual signature, guidelines and stationery as well as marketing and communications design.
Once the brand was created, work began on a high performing, contemporary website backed by a strong, well-populated database to drive the association and its members to the next level. Through the employment of great graphics, intuitive interfaces and an easy to follow CMS, PBA have been able to come together as a digital online group and promote themselves and the personality of this unique area to all onlookers and stakeholders, both existing and potential.
“The identity works because it appeals to the creative, cool and quirky individual without being snobby. It opens its doors and let’s you decide whether you want to come in.”