Precinct Properties
“There’s a disconnect between what we’re saying and doing.” Precinct presented a common symptom of a business that has rapidly evolved in recent years.
The Brief
Beyond owning, developing, and managing the premium city centre offices Precinct built its business on, nobody — aside from its tenants and investors — knew who they were. And yet people are familiar with places like Commercial Bay, a CBD hub that includes the mall, and connects some of the Precinct-developed buildings that define Auckland’s skyline. Wellingtonians routinely drop into Willis Lane to eat and unwind, but it’s unlikely regulars know the organisation curating its culinary delights.
As it expands into retail, hospitality, and residential, Precinct needed to tell their story. And with a rigorous commitment to quality experiences, they needed to create an employer brand that attracted keepers of that story.
Agency
Richards Partners
Strategic Leads
Kyle Ranudo, Brian Richards
Design Director
Caroline Konarkowska
Design Team
Brya Taylor, Mark Evans, Leah Shao
Contributors
Wildlabs (Website Development), Nicola McArthur, Kabir Sengupta, Stacey Little, Emma de Vries
Impact & Outcomes
A brand ethos that articulates Precinct’s unique optimistic urbanism. Its mission, to “cultivate urban vitality”, expresses its desire to add to the life and energy of Aotearoa’s cities through its work.
A fundamental shift in communications that foregrounds enriching everyday lives, acknowledging how Precinct shapes cities, and how, in turn, cities shape us.
Impact & Outcomes
A brand identity inspired by city grids, with a carefully-curated colour palette that can adapt across Precinct’s diverse business verticals.
Photographic art direction that highlights a commitment to quality developments and how people experience and inhabit those spaces.
Impact & Outcomes
An employer brand that presents a compelling case to work at Precinct, clearly articulating the purpose behind the organisation’s work, and how it looks after its people.
A set of guiding beliefs that grounds the organisation, developed in consultation with Precinct’s team of 80+ people through surveys and an in-person workshop.
Client feedback on the brand strategy & identity
“We were all really impressed... very excited about seeing this come to life.”
— Nicola McArthur,
General Manager of Marketing, Communications & Experience