Cambridge Asset Management needed a brand for their new commercial development in Seaview, Lower Hutt; units designed for people who build, make and get hands on. I was contacted to design the brand and roll it out across its website, sales suite and other marketing and sales collateral ahead of its sales launch.
Location was a key influence, with the development taking its name from where it sat, Parkside Road. Seaview sits bang in between Wellington Harbour and the Wainuiomata Hills; those hills have a real presence in the landscape and were worked into the logo. This abstracted ridgeline was set inside a circle, giving a feeling of a stamp or seal one might associate with any of the craftsmen that worked in the development. Bebas Neue, a condensed sans-serif used in outline, brought an industrial edge to the wordmark and across headings.
Repeating and extrapolating the icon echoed steel grip-plate flooring you’d find industrial worksites, the kind of place the target audience knew well. It became a recurring texture across the website and collateral, tying the brand back to its audience. The charcoal and white palette leant into this theme while also giving imagery room to breathe and take centre stage.
The rollout covered print, large-format OOH, website and a physical sales suite: a curated space where prospective buyers could be walked through the development's vision and the sales team could anchor their story. Twenty-four of forty units sold in the first year before construction had even began.
Visit Parkside site here.
