Amaia of Takapuna
As Auckland’s urban fabric intensifies, the quarter-acre dream fades. But what if changing modes of living was a good thing?
The Brief
Situated between city and coast, the developer of 48 Esmonde Road (what would eventually become Amaia) wanted a brand that would sell “a new way of living”.
Despite being a mixed-use development a stone’s throw away from the heart of the city and Takapuna Beach, the main challenge was deeply embedded in our culture. The notion that apartment living doesn’t offer the same quality of life as a standalone house. “How,” the developer asked, “do you create an apartment brand that appeals to Kiwis?”.
Best Awards Bronze x 2 – 2021
(Large Brand Identity, Photography)
Best Awards Finalist x 4 – 2021
(Small Scale Websites, Colour Awards, Design Communication, Environmental Graphics)
Agency
Richards Partners
Strategic Leads
Brian Richards, Kyle Ranudo
Design Director
Caroline Konarkowska
Design Team
Kyle Ranudo, Tommy Chin, Ro Chen, Brya Taylor, Scott Wallace
Contributors
Jinki Cambronero, Toaki Okano, Jessica Gernat, Vertigo Motion (video), Wildlabs (website development), One to One Hundred (3D renders)
Impact & Outcomes
A brand strategy & story centred around “redefining the urban neighbourhood” by foregrounding lifestyle, convenience, and a new way to live, work, and play in Auckland.
A brand name developed with the blessing of local iwi. “Amaia” means “lunar rainbow” in Māori. It references the colour and diversity of Auckland, and the shape of the land Amaia is situated on.
Impact & Outcomes
A distinctive visual identity that draws on the colours of dusk and dawn. These colours are used throughout Amaia’s brand collateral, from 3D renders to the design of the show suite.
Brand photography shot in and around Takapuna to communicate the lifestyle enabled by its convenient location and mixed-use nature.
Impact & Outcomes
A full suite of brand collateral and an accompanying marketing campaign. The insight of the “8-mile radius”, the concept that most buyers would already be living close by, was used to develop a targeted, cost-effective campaign.
A show suite situated in the heart of Takapuna showcased the build quality of the development. Designed in collaboration with Jasmax, the show suite featured a full-scale bedroom that brought the brand story to life.
