CREATING A BRAND THAT REFLECTS A COMMUNITY

In 2019, Kāinga Ora (then HLC) asked Lion’s Share to create brand architecture and a brand identity for the Mangere Development which is bringing 10,000+ new homes to the area. Our work together in Mangere had started a couple of years earlier as Kāinga Ora began communicating with the community about the changes coming. Once construction was drawing close it was time to signal the development was shifting into a new phase with a new brand identity that reflected the largely Māori and Pasifika community.

Client

Kāinga Ora

Date

Month 2019 - ongoing

Deliverables

Brand architecture
Brand design
Website design and content
Community management
Reporting and analytics

Mangere has a strong community, and locals feel a real sense of belonging to the area. As a result of the brand architecture process we worked through with Kāinga Ora, Mangere Development’s brand promise became: Live where you feel a sense of belonging, summarised in the tagline ‘belong here’.

The brand identity builds upon the logo that had been established earlier, which uses a woven pattern to portray Te Pane o Mataaoho, the maunga. From the weaving, a love heart device and a repeatable pattern emerged to form part of the visual identity.

The Mangere Development brand is seen across a myriad of touchpoints for the community and stakeholder audiences, including Facebook, a bricks and mortar information centre, a regular newsletter, construction fence banners, community events and ‘Aspire to Buy’ seminars, printed collateral delivered in multiple languages, and the development’s own magazine - Home Base. The development’s website provides a rich resource of info and news which is constantly updated.

Local talent and much-loved places, like the Mangere Markets, were used to provide a bank of imagery that had authenticity, and locals have responded overwhelmingly positively to a brand that feels ‘of their place’.

Mangere Development’s Facebook page launched in March 2020 and immediately began attracting followers at a record-breaking rate. (Kainga Ora’s other large scale projects across Auckland all have their own Facebook page). The positive sentiment for the development and support for others in the community is a real feature of the page.

MAKING IT COUNT

The Mangere Development brand enables Kāīnga Ora to deliver their place-based marketing strategy which in turn drives this large scale project forward by building trust and a licence to operate within the community, and by helping builder partners sell homes so they can keep building more. Kāinga Ora has a complex marketing and communications job to do. Their multiple audiences include the local community, building companies working in the development, would-be homebuyers, and a variety of stakeholders – from local business owners to the teams within agencies they work alongside (such as Auckland Council and Auckland Transport), to government ministers.

Over the last two years a set of key messages have been consistently attached to the brand to give people a sense of what’s special about Mangere now and the improvements the Mangere Development will bring to the area. The brand is the foundation on which these key messages about the development have been built. Clear, consistent comms is attaching meaning to the brand with all audiences and helping catalyse support for the project; most importantly within the Mangere community.

253,252

website page views

209,539

unique page views

3,791

registered for database

8,733

Facebook followers

BELONG HERE