The brief
Eighteen residences directly opposite Memorial Park, on a corner Tauranga already knew. The site straddles the boundary between Tauranga South and Tauranga Central, which meant the working name undersold it and the first audience assumptions were too narrow. Taylored needed a development brand that could hold three buyers at once, the early downsizer, the out-of-town investor, and the first home buyer who has stopped looking at standalone houses, without sounding like a different project to each of them.
The thinking
Lead with place. Memorial Park is the proof point, so the name says it and the identity looks like it: calm authority, warm olive light, a gallery aesthetic rather than a sales brochure. The palette was rebuilt from a single Taylored sage anchor and stretched up and down into its own spectrum, so the development reads as its own brand while still belonging to the family. And one colour came from the corner itself. This was the dairy co-op store where generations came for butter and ice cream. Butter yellow carries that story.
Underneath the look sits a copy formula the whole campaign runs on: place, then certainty, then proof, then product, then action. Same voice in every channel, different emphasis per audience.
The work
Naming and lockup: PARKSIDE on Devonport, a development by Taylored. Brand guidelines with an approved positioning and claims register, so every fact in market is one we can stand behind. A full print set: brochure, purchaser folder, document folder, and gallery collateral, saddle-stitched and specified for the printer. Campaign look and feel, Meta campaign brief, and the audience calibration across Waikato, Bay of Plenty, and Auckland.
Then the journey. Tease and register phase with microsite, email sequence, and a three-audience RSVP build in HubSpot. Resource consent milestone comms. Gallery launch on site with plans unveiled and pre-sales open. Every enquiry lands in the CRM and every purchaser moves into the Taylored portal from the day they sign.