Parkside
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.
Location was a key influence on the name of the development (Parkside Rd) and it's visual identity. 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.
Repeating and extrapolating the icon echoed steel grip-plate flooring you’d find industrial worksites. It became a recurring texture across the website and collateral, tying the brand together across different touchpoints. The charcoal and white palette leant into the industrial 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.
