Property branding for exclusive Tukituki subdivision
CARTER HOLT HARVEY APPROACHED DUFFY TO CREATE PROPERTY BRANDING FOR A LIFESTYLE LAND SUBDIVISION IN HAVELOCK NORTH, NEW ZEALAND OVERLOOKING THE TUKITUKI RIVER AND TE MATA PEAK.
The challenge with this project was that the entire area was still pine forest making it impossible for us to photograph the site in an appealing way. The process was also held up by resource consent challenges meaning it was a stop-start project over the course of 11 months. The initial phase was to set a style and tone for the property branding that would be applied across all of the marketing collateral. Our property brand research and development focused around people’s need to feel protected, their desire to protect, and the unique features of the Hawke’s Bay region.
As part of the property branding we developed the strapline ‘Guardian of the Tukituki’ as the site looks over the Tukituki River and water in nature holds a special place in the hearts of most New Zealanders. Part of our personalisation of the region was to rewrite the Maori legend of Te Mata Peak as a poem.
We made two journeys to the site to take placeholder photography and do research then commissioned a photographer with the necessary panoramic equipment to get the stunning vistas we required.