Strategy brings Five Lanes to life

CHRISTCHURCH. Today: Strategy has produced its first campaign for Colliers and Lichfield Holdings – to create a name and identity “that is bold, incredibly flexible, vibrant and unmistakably unique” for the ground floor precinct at the BNZ Centre in Central Christchurch.

The newly named Five Lanes occupies the ground floor space bounded by Cashel St, Colombo St, Hereford St and Oxford Terrace.

Strategy managing partner Nick Harvey said: “Colliers came to us with a challenge. They wanted to invigorate the space for tenants and customers, provide a point of difference from their competitors, and ultimately increase footfall. 

“We started by asking why and watching how consumers interact with the space. This involved 30 deep-dive, guided discussions with tenants, key stakeholders and customers of the spaces and a few days of observational research within the mall space.

“The key findings were that the space lacked a clear identity, the entrance ways were confusing/not clear from a distance, and that from within, what wayfinding and signage was there was inadequate and uninspiring.

“It was also believed that to attract key tenants the space needed to become a ‘place’, with a vibe and personality setting it apart from its competitors.

“As a passionate Cantabrian, working on a project like this, where we help add vibrance and energy to the central city is amazing.”

“As part of the naming process Strategy initially looked to the history of the site and surrounds. We decided to flip the existing confusion and anonymity, and instead champion some of these issues by turning them into unique positive characteristics (There are five lanes leading into the space).

“The mall almost named itself Five Lanes, inspired by the five laneways that make up the entrances to the complex.

“The name Five Lanes helped to address head-on some of the major challenges that had come out of the research. It was memorable, distinct and highlighted the accessways. The resulting logo design has five ‘lanes’ in it. A secondary graphic made up of five lines was developed to combine with the new colour palette to allow for a flexible identity. These elements can then be combined in different ways from ‘bright and vibrant’ for the entrances to a more pared back look for collateral.

“We partnered with Signtech and Make your Mark to install new signage and two 20 metre hoardings along Colombo St to pull foot traffic down the lanes into the complex.

Colliers marketing CD Simone Bishop said: “Feedback has been extremely positive. Tenants and consumers are loving the distinct brand and revitalised location. The busy lunchtime period is popular with live events on the large screen.”

Nick Harvey: “As a passionate Cantabrian, being able to work on a project such as this, where we’re helping to add vibrance and energy to the central city and showcase the space within Christchurch, is just amazing.”

CREDITS

Client: Colliers and Lichfield Holdings
Creative Director | Marketing: Simone Bishop (Colliers)
Asset Manager: Nicola Dolan (Colliers)
Senior Property Manager: Rebecca Gregg (Colliers)
Managing Director: Nick Hunt (Lichfield Holdings)
Vice President: Tim Hunt (Lichfield Holdings)
Agency: Strategy
Managing Partner: Nick Harvey
Creative Partner: Rupert de Paula
Strategic Partner: Lee Parkinson
Design Director: Chris Flack
Project Director: Sophie O’Sullivan
Signage Company: Signtech and Make Your Mark

About Strategy Christchurch
Strategy is part of an international network of independently owned boutique agencies producing award-winning design and advertising. The wider group was founded in 1992 in Christchurch and now has studios in Christchurch, Wellington, Auckland, Sydney, Melbourne and Tokyo.

• www.strategythinking.com/nz