A brand fit for a landmark site

Willis Bond: One Market Lane Brand

Brand Strategy, Campaign + Brand Experience

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Read about the challenge, solution and result

The Challenge

Willis Bond & Co. approached DNA to create a brand, develop a strategy and deliver a marketing campaign for Wellingtons latest high profile apartment development – One Market Lane. The development sits adjacent to the commercial redevelopment of the iconic John Chambers building (now named Xero house and home to Xero and Infratil), and is the sole address on a new road named as part of the project – Market Lane.

The One Market Lane development follows the successful Clyde Quay Wharf project which is currently under construction and is the most high quality apartment development now available in Wellington. A tower design on a unique island site, and designed to a quality level that sets it apart.
The key challenge was to create a unique sense of place and iconic address for an iconic new development.

The Solution

The scale of the development, the mix of the apartment designs available and quality of the design and delivery are defining characteristics. Its the location between waterfront and city, the island site and singular address are exemplary selling features. However it is the epic views that are the truly standout characteristic of the project.

DNA have created naming (for the site and the slip road), brand creation, collateral, the show suite on an adjacent site, the website experience plus i-pad and touch experiences. The objective to truly give potential buyer a sense of the location and the views directed the creative approach. Rich imagery, video and environmental partner the print collateral.

The sense of place and 'duality' of many of the buildings attributes became the foundation of the brand creation. The core selling features were conveyed by a range of conceptual propositions; Connected. Secluded. Ideas that seem incongruous and yet they both embody this building and its unique location; Living. Life. Two sides - the same story, about choices, style of life, and life experiences; In it. Above it. Be immersed in it all - or escape to a cocoon of seclusion; City. Sea. To the North its all harbour, to the south its all city.

Check out the public site at www.onemarketlane.co.nz

The Result

Launched in early March 2012 the development has been receiving significant buyer enquiry already.

As with the the Clyde Quay Wharf redevelopment (last project we completed for Willis Bond & Co.) – production values and giving potential buyers a sense of the scale, position and experience were all factors that drove the design solution.

Collaborative working was a hallmark of the project between the client, DNA and architects Studio of Pacific Architecture (SPA). The collateral was delivered with dedication by DNA with partners Dean Zillwood, Service Print and the mighty rendering genius of Buildmedia.