A development like no other

Willis Bond

Brand Strategy, Campaign + Brand Experience

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Read about the challenge, solution and result

The Challenge

Willis Bond are developing the iconic Overseas Passenger Terminal in Wellington. Now named Clyde Quay Wharf, the development is an internationally noteworthy site, suspended over the water, offering uninterrupted harbour and city views, a unique east-west aspect and in the heart of a vibrant city. At what will be an extraordinary and unique place to live - right on the harbour of one of the world’s most beautiful capital cities - Clyde Quay Wharf has been designed by Athfield Architects. Clyde Quay Wharf apartments are in the heart of Wellington’s recreational waterfront community, on the city side of Oriental Bay, alongside the Chaffers Marina, the Clyde Quay Boat Harbour, and the Royal Port Nicholson Yacht Club. The challenge was to create a brand and buyer experience commensurate with the status of the site – in short, remarkable.

The Solution

DNA have been developing brand, collateral, digital and environmental design elements to aid the sales process. Clyde Quay Wharf will be seen as Wellington’s most prestigious address, and the brand and collateral approach have production values that are nothing short of extraordinary. The access to the spaces for potential buyers was central to both the physical and digital engagement.

At the heart of this project is No.1 Clyde Quay Wharf - the premier area in the development - a unique group of large, luxury residences, connected to the greater wharf neighbourhood, but within a discrete and unique self-contained environment. No.1 is positioned at the seaward-end of Clyde Quay Wharf, a finger wharf location enjoyed by only a handful of residential addresses internationally. At this northern-most position on Clyde Quay Wharf, there is almost an island-like feel; the sense of sea and light is dramatic and the views over the harbour and city are simply breathtaking. A unique set of collateral was purpose designed for this suite of residences.

Name generation, name architecture for the site itself and all residential tiers, brand creation, brand expression, digital experience, visitor experience in the ‘show suite’ and all marketing collateral - this included website www.clydequaywharf.co.nz, brochures, books and advertising delivered by DNA. This has been an amazing project – not only for its long gestation, but due to the fact that there are only a handful of finger wharves of this nature worldwide, and only one in Wellington. The north-south orientation, position, and width of the wharf has provided an unique opportunity to create an exceptional residential environment in this location.

The Result

More than 50 apartments of a total of 78 have been sold on an unconditional basis to date. Apartment sales began in February and the response to date has been exceptional. Willis Bond have been genuinely overwhelmed by the very strong level of interest and demand for the apartments. The show suite on Clyde Quay Wharf has proved to be powerful in demonstrating the quality and style of the apartments, as well as allowing people to experience the extraordinary views and orientations that the wharf location provides.

Remaining to be sold are 25 apartments, comprising a mix of two-, three- and four-bedroom residences, as well as the only level five apartment on the wharf and one penthouse-sized apartment in 1 Clyde Quay Wharf. Mainstream media coverage of the development will commence on 26th March 2011.