AUCKLAND, Tuesday: Mango and DDB Design have helped Ngāti Whātua Ōrākei Properties launch its first commercial residential development with an approach that is distinct, fresh and meaningful.
To distinguish itself from the more than 100 residential developments underway in Tāmaki Makaurau, the partners are seeking to develop a brand identity and visual systems that connected the area with its heritage.
Located on the Devonport/Takapuna Peninsula, the development was named Oneoneroa, the bay’s original name.
Claudia Macdonald (MD of project lead agency Mango) said: “We created and took to market a brand identity recognising Ngāti Whātua Ōrākei Properties is not your typical developer but one that has been on this land for centuries and will be here for the long term.
“The team’s challenge was to make the development’s brand feel authentically Ngāti Whātua Ōrākei in a way that would ultimately appeal to a broad range of buyers.
”This was a truly collaborative project bringing together the foundational values of Ngāti Whātua Ōrākei, the skills of our DDB Design team and an understanding of what would work in the property market.”
“In briefing Mango & DDB Design we wanted to reflect the rich stories of the area, and something future residents would be proud of.”
DDB Design project lead Carla Shale, said: “Our design process considered the land’s history, Ngāti Whātua Ōrākei’s values and vision, and the need for a look and feel that is contemporary, distinct and would resonate with discerning purchasers in this prestigious part of Tāmaki.
“It had to be authentic and also work in the highly competitive property marketing space.”
Anahera Rawiri, head of culture and external relations at Ngāti Whātua Ōrākei Whai Rawa, owner of Ngāti Whātua Ōrākei Properties, says this was completely new territory for the hapū.
“This was a first on many fronts – a commercial residential development, a brand identity which would have a high level of exposure, needing to stand a lot of scrutiny and the test of time, and be embraced by the wider North Shore community.
“We are committed to environmental enhancement and sustainable development, building communities with the future in mind.
“In briefing Mango and DDB Design we wanted to ensure that the identity reflected the rich stories of the area and was something future residents would be proud of. I think we succeeded.
“With the first stage of this multi-stage development project complete, Oneoneroa has become part of the North Shore’s lexicon. The first stage of houses has sold out with the new residents praising the way Ngāti Whātua Ōrākei Properties has blended a premium build with the authenticity, history and heart of a brand identity that creates a true sense of place.
CREDITS
Ngāti Whātua Ōrākei Whai Rawa
Anahera Rawiri, Head of Culture and External Relations
Hariata Ngatai, Marketing and Communications Executive
Neil Donnelly, General Manager Property Development
Gemma Park, Development Manager
Mango Aotearoa
Claudia Macdonald, Managing Director
Jill Dryden, Head of Corporate Communications
Max Burt, Senior Account Director
Rebecca Dawson, Account Manager
Isabelle Clarke, Account Manager
DDB Design Aotearoa
Carla Shale, lead designer
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