Tasks: Brand strategy and positioning, naming, identity, visual signature design and guidelines, stationery, offline advertising and marketing communications, online communications design and development,
Voice’s challenge was to develop a brand for the Ponsonby Business Association that positioned Ponsonby Road as a unique, relevant and compelling destination in the minds of visitors, as well as instill a sense of community and belonging in its residence. The brand also needed to attract new investment and business owners. Voice realised that to do Ponsonby Road justice it would have to create an honest and simple brand that captured it’s rich colourful heritage and reflected the real Ponsonby- eclectic, unique, creative and cool.
Auckland’s hippest strip…
There is an inherent ‘hipness’ in Ponsonby Road that no other suburb can claim. Voice wanted to use this idea as the driving force to position the Ponsonby brand and develop its identity. With this in mind Voice again used a simple message to convey a big idea. ‘Ponsonby Road: Auckland’s Hippest Strip’ expresses what the brand is in a way that reflects the laid back cool of the suburb. This works because it appeals to the creative, cool and quirky individual without sounding snobby. The name opens its doors and let’s you decide whether you want to come in.