Description:

Pukekura — The Parade is a new development aimed to showcase and support New Plymouth, Taranaki as a culturally rich and sought-after urban lifestyle.

Identity is a precious commodity especially when it comes to brand design. In Western cultures, it is typical upon meeting one for the first time to ask ‘So what do you do?’ In contrast, many indigenous cultures will ask the question ‘So where are you from?’ A question that seeks to find common ground and connection in its answer. Identity tells us where we have been and where we are going, and in the case of building a brand design for Pukekura — The Parade, it asks us ‘who are we when we interact with you’.

It is in this spirit that we walk you through Pukekura — The Parade and our brief to reimagine an identity that looks to the future while retaining and respecting the heritage of its past.