We were presented with the opportunity to create the brand for a 200 plus residential development in Queenstown. A solid strategy for stakeholder management was of equal importance to the design strategy, with development in this particular location contentiously under the spotlight in the community.
We started by completing extensive market research to gauge the community’s perception and gain insights to drive the strategy. Targeted at the tier of the Queenstown market crying out for more “affordable housing” for locals, the brand style needed to be sophisticated and stylish but not completely premium. Authentic, warm and approachable the brand style sets the tone of a relaxed easy-living Neighbourhood. The fonts, pattern and imagery give a slight nostalgic feel, linking to the historic connections and USP of the established English park-like grounds.
We also wanted to reassure locals that the special history of the site would remain an intrinsic part of the new neighbourhood. The name Maryhill links back to Maryhill Farm, home to some of the region’s earliest settlers. “Designed for the lifestyle” was the organising thought we put at centre of the brand essence to drive the design style. A natural feel was also important to align with the development’s sustainability focus and the natural beauty of the region. This was balanced in the palette by tones inspired by on-trend interior design to give it a modern freshness.