Description:

The Challenge
Seasoned developers Lamont & Co. have embarked on the second, and final, release of their award-winning pocket neighbourhood, FABRIC of ONEHUNGA. With a private entrance off tree-lined Spring Street, FABRIC of SPRING St is closely connected to an established community who love living here.

The Opportunity
This second stage completes FABRIC's pocket neighbourhood with two five-level buildings of one, two and three bedroom homes. The brand team were engaged to refresh the established FABRIC of ONEHUNGA identity developed in 2016 for this second release to make the brand feel fresh for new buyers who may not have seen the original identity.

Originally the site of an underwear factory for Holeproof, the FABRIC typeface pays homage to the site's industrial heritage, while evoking the social and cultural ‘fabric’ of the surrounding neighbourhood.

Solution
Working with the bespoke F-A-B-R-I-C- font developed for the initial brand collateral, the design team paired the display face with a fresh colour palette, switching out the first release's palette of red, white and grey. Injecting new life into the brand, Resene’s Witch Haze brings a fresh softness to FABRIC of SPRING St. The playfulness of Witch Hazel is complemented by a grey hue, which brings a sophisticated sense of calm.

Careful attention was paid to colour matching Witch Haze across digital and print mediums to create a consistent look and feel. Low-cost newspapers were printed for prospective buyers to takeaway, alongside direct mail for local letterboxes and cafes. Floorplates and plans are clear and concise making full use of the restrained colour palette.

The existing display suite for FABRIC of ONEHUNGA was repurposed for this second release. With a clear brief from the development team to work within budget constraints, render display panels from the original display were re-skinned with updated renders and brand messaging. The bold use of Witch Haze does much to refresh the sales experience.