The brief
Damien and Simon Taylor have delivered more than thirty developments and over a billion dollars of combined development value across New Zealand and North America. They set up Taylored Group to do it on their own terms: architecturally designed townhouses, six to twenty homes at a time, in suburbs where demand outruns supply. The experience was there. The brand was not. The category offered two looks, corporate and boring or opulent and expensive, and neither was them.
The thinking
The strategic anchor came from watching the two of them work. They are serious about developing and not at all serious about themselves. So the brand had to do the same. We built the whole system around one device, the full stop in Taylored., and gave it a job: accountability. The buck stops here. Projects get finished. On time, on budget, no ambiguity. Everything else, the wordmark, the walking house, the yellow-green pop, the tone, grew from that one mark.
The work
Brand foundation first: positioning, the six voice pillars, the Taylor and Taylored wordplay rules, and a full brand bible the team writes from. Then identity: the Taylored. wordmark, the T icon and its lockups, the illustrated house character, and a palette that reads modern and fun with the highlighter yellow-green and grounded without it. Then the naming system that sits above every development, so PARKSIDE on Devonport, Seaview Rise, and Ora Terraces each own a colour, a voice, and a world of their own while the group stays constant behind them.
Beyond identity, we run the brand. Website and development microsites. LinkedIn written in Damien's and Simon's own voices. Campaign management and paid media across Meta and Google. HubSpot CRM and pipeline. And a purchaser portal, built on Airtable, Softr, Make, and PandaDoc, that walks every buyer from signed agreement to settlement, handover, and the years of home care after.