Amaia of Takapuna
Redefining the urban neighbourhood with a brand that puts lifestyle first.
Work Completed
Discovery Workshops, Brand Strategy & Story, Brand Identity Design, Website Design & Development, Brand Guidelines, Brand Naming, Iwi & Stakeholder Engagement, Show Suite Design, Print Design, Show Suite Design, 3D-Render Art Direction, Photography, Marketing Campaign & Collateral
A mixed-use property development with the potential to combine the best of urban, suburban and coastal living, our client challenged us to create an appealing name and brand identity for their new project on 48 Esmonde Road, Takapuna.
With skyrocketing housing prices and the death of the “quarter acre dream”, New Zealand is a country still adjusting to the idea that not everyone will be able to own a home and a section in the suburbs. Still, people want to own their own space and all the things that come with it; neighbourhood, community, and a sense of belonging.
With this in mind, we set out to design an identity that’s more a lifestyle-brand than it is a property-brand. Amaia, which means “lunar rainbow” in Māori, is both a nod to the aspiring interculturalism of Auckland, and the shape of the land on which the development sits. Emphasizing warmth, connection, and community, the brand essence we developed, “redefining the urban neighbourhood”, alongside the visual identity, seeks to challenge the perception that apartment developments can’t offer the same quality of living promised by the suburban dream.
Recognition
Best Awards Bronze (2021) – Design Craft / Photography & Large Brand Identity
Best Awards Finalist (2021) – Small Scale Websites, Colour Awards, Graphics, Design Communication, Environmental Graphics
