Brand Identity Archives - Downing https://www.downing.nz Authentic brands. Effective websites. Compelling marketing Sun, 01 May 2022 21:07:33 +0000 en-US hourly 1 https://wordpress.org/?v=6.0 https://www.downing.nz/wp-content/uploads/2019/06/favicon.png Brand Identity Archives - Downing https://www.downing.nz 32 32 Nelson Arts Festival https://www.downing.nz/project/nelson-arts-festival/ Fri, 17 Dec 2021 03:48:43 +0000 https://www.downing.nz/?post_type=project&p=4148 The post Nelson Arts Festival appeared first on Downing.

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Nelson Arts Festival

Identity refresh for Nelson Arts Festival 2021 — the regions cultural event that attracts over 200 artists for 11 days of entertainment in October.
Booklets hanging in space on white background

We have had the pleasure to work with the fabulous team at Downing for our 2021 Nelson Arts Festival. We dreamed big and received amazing results — responding to our theme and vision for the Festival, to (re)connect our community through creativity and unmissable arts experiences. 

open book
open book
open book

Downing developed a new brand for the Festival that impressed with bold colours, an eye-catching logo and nods to our beautiful environment here in Whakatū, in particular the Maitai river. 

“Everyone at Downing is incredibly talented, kind and highly responsive, which made working to our often tight deadlines a breeze. To have a stunning brand that reflects our values and vision has strengthened our communication throughout and added incredible value to our overall visibility and representation of our programming. We feel confident to carry through this new visual identity to our 2022 festival and feel in the best of hands with the expertise, creativity and vision that Tony and his team add to our Festival whānau.”

Nelson Arts Festival Team

 

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Nimbus — Identity Refresh https://www.downing.nz/project/nimbus-identity-refresh/ Wed, 01 Dec 2021 04:09:55 +0000 https://www.downing.nz/?post_type=project&p=3899 The post Nimbus — Identity Refresh appeared first on Downing.

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Rebrand Case Study: Refreshing the brand identity and website of Nimbus Software

Nimbus create accounting software that is a little different. They help people across New Zealand manage their businesses with clarity. This means businesses leaders aren’t buried under mountains of data, instead they have it all at fingertips, giving them the freedom to focus on what matters.

Nimbus team felt their current brand was outdated and didn’t accurately reflect the culture of the business or the wide breadth of services available under their software umbrella. So they came to us for a brand refresh.

logo before and after
Azure Blue Clolour
Midnight Blue and Coral Orange

We embarked on a collaborative journey with the Nimbus team, diving deep into what made them tick. We came to the understanding that Nimbus weren’t just offering simple software solutions — they were giving business leaders the freedom to focus on what matters. It’s the satisfying feeling you get when all your ducks are in a row, and your business is running like a well-oiled machine. The creative process began with a challenge – how do we visually communicate the feeling of freedom?

billboard

Downing then helped Nimbus roll out their new brand across their external and internal touch points. From simple stationery items such as notebooks and presentation folders, to essential business documents such as email footers, business cards and invoicing templates. We developed a series of digital assets for email campaigns, social media and even Zoom background images.

Tote Bag
Folded Card
A key objective of the rebrand was to attract quality sales leads from businesses in relevant industries. To achieve this, Downing worked with Nimbus to review, rewrite, and reorganise the website content and create a set of icons that communicated their services. Downing also completed the design, development, and SEO strategy to create a website that showcased the new brand identity, but also acted as a hub and resource for current clients, and a useful sales tool for the Nimbus team.
Nimbus brand icons
Nimbus Website

“We have seen an immediate increase in lead generation from the right type of prospective client. And our existing clients use the website as a resource, and it helps them to understand the breadth of the offering and the opportunities that our product offers them.”

Gail Murdoch — General Manager

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Corva – New Name, Website and Brand Identity https://www.downing.nz/project/corva-rebranding-example/ Mon, 06 Sep 2021 14:03:20 +0000 https://www.downing.nz/?post_type=project&p=3864 The post Corva – New Name, Website and Brand Identity appeared first on Downing.

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Rebrand case-study: A new name, logo, website, and identity for one of New Zealand’s leading commercial interior companies

Logo redesign for Corva
Corva (formerly Ceilings and Interior Solutions) have been delivering award-winning interior fit-out services for commercial buildings across the South Island for over 30 years.

When this innovative client approached Downing, they had a long name, very little brand identity, and no online presence. What they did have was loyal clients, respect within their industry and over 30 years of experience. Their business had thrived on word of mouth referrals for many years, and it was time their branding represented them just as enthusiastically as their clients did. They turned to Downing to develop a memorable name, a compelling visual identity and an engaging website.

Setting up for Success with a Brand Strategy Workshop

A brand workshop was facilitated by Downing to review the current brand.  During the workshop it became clear that the current name and image did not match the high quality work the company does. So a rebrand was set in motion to create an image and story that more accurately reflected the company now, and what it could be in the future.

Brand Name

In our naming process we identified key themes and developed hundreds of possible names, ranking each against a set of criteria. The final name, Corva, comes from a combination of two words – ‘cor’ referring to the interior and also the importance of the company’s core values and ‘va’ meaning to go or bring to life. The new name represents Corva’s dedication to bringing concepts to life through innovation, collaboration, and cutting-edge design.

Logo Redesign

The logomark represents an empty space, waiting to be filled – Corva’s area of expertise. The outlines are reminiscent of a floor plan and subtly infer the letter ‘C’ for Corva. The identity plays with space by using the logomark as either outlined or filled, suggesting empty space and occupied space, to express Corva’s expertise in transforming spaces.

Website Redesign

Having operated through word of mouth referrals and long-standing client relationships for more than 30 years, much of Corva’s reputation sat with their experienced team. The new website needed to hero these familiar faces as well showcase the array of impressive projects the team have completed and truly define their story. Downing completed copy writing, design, development and SEO optimisation to create a website which reflects the same level of polished design sensibility as Corva’s stunning interiors.​
Working with the team at Corva was a truly collaborative process. From naming, through to logo creation and website design, every step was done with high attention to detail and in alignmemt with Corva’s values.

If you enjoyed this project, then check out our brand identity work for Living Design. To find out how we can create an identity for your business contact us, we’d love to hear from you.

business card

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Living Design Brand and Website https://www.downing.nz/project/living-design-brand-and-website/ Tue, 04 May 2021 02:03:16 +0000 https://www.downing.nz/?post_type=project&p=3295 The post Living Design Brand and Website appeared first on Downing.

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Creating a brand story, identity and website for Living Design — architectural joiners in Tasman, New Zealand.

Annett and Klaus Todt — owners of Living Design in Tasman — are an exclusive studio team dedicated to bringing a German approach to New Zealand interiors.

Living Design doesn’t just make New Zealand’s finest kitchens and bathrooms, they craft precision interiors that harmonise with the way people interact with their environment. These are spaces that are designed for living, they call it Living Design.

We worked with Annett and Klaus to create a logo, website, signage, and stationery that works together to create one cohesive brand identity.

Living Design Logo On White Marble Textured Background

The ‘LD’ logo monogram is based on the right-angle of a protractor, and is inspired by the clean lines of the work they produce. These lines were something that we incorporated throughout all brand assets.

Every kitchen designed and built by Living Design features long continuous lines that create a grid-like structure. We drew inspiration from lines and included them in the form and function of the website.

letterhead
Living Design Business Cards
Living Design Thank You Card

Living Design are material lovers with an eye for exquisite surfaces and finishes. They source unique, award-winning products and solutions to create elegance and functionality. With every part of the branding process we paid careful attention to the quality, sustainability, and feel of the substrates used.

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Ōra King Keiji — Brand, Packaging, and Logo Design https://www.downing.nz/project/keiji/ Fri, 23 Apr 2021 04:26:19 +0000 https://www.downing.nz/?post_type=project&p=3252 The post Ōra King Keiji — Brand, Packaging, and Logo Design appeared first on Downing.

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Ōra King Keiji — logo design, packaging, and brand story for a New Zealand aquaculture innovation

Ōra King Keiji is a young, sweet and tender salmon that allows cutting-edge chefs to offer their clientele a unique culinary experience inspired by Japanese lore.

We were engaged by Ōra King to craft a compelling brand narrative for this smaller salmon, along with an engaging, Japanese inspired brand identity. The existing Ōra King brand was our platform for excellence — we were to build from this and create something that chefs around the world would be excited to talk about.

The typographic logo is inspired by the original Ōra King font, but with a subtle Japanese twist. Fish-scale patterns and gold foil, use of light and dark, along with a captivating story, work in harmony to create a truly beautiful identity that compliments the Ōra King brand.

Ora King Keiji Salmon

ACROSS THE AZURE WATERS OF NORTHERN JAPAN THERE ARE WHISPERS OF A RARE PHENOMENON — THE ELUSIVE KEIJI.

ora king keiji mood board
ora king keiji certificates
Ora King Keiji box
instagram images on iphone

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The Fat Tui https://www.downing.nz/project/the-fat-tui/ Mon, 30 Nov 2020 08:24:35 +0000 http://www.downing.nz/?post_type=project&p=2947 The post The Fat Tui appeared first on Downing.

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New illustrated identity for the Fat Tui burger bar in Nelson City

The Fat Tui — creators of amazing burgers, decadent doughnuts, and ice-cream sammies — launch a new identity and website design by Downing.

When the owners of The Fat Tui moved their burger restaurant from Marahau to Nelson City they decided they need a fresh look. They came to us with an idea for a watercolour illustration to use as their main imagery, but after an in-depth look at their brand we agreed we could create more than just a picture.

We started with an ink and watercolour illustration of the New Zealand Tui on a branch of Pōhutukawa, and formed a brand identity that drew inspiration from its colour and form. We designed a new typographic logo lock up for their name, and set a style for all their branded material.

The illustrations, colours, and typography all work together in a natural way to form an identity that is authentic to The Fat Tui.

Interior of fat tui restaurant
fat tui logo
picture of the wall of the fat tui featuring a flying tui carrying bus

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South Pacific Salt https://www.downing.nz/project/south-pacific-salt/ Wed, 04 Mar 2020 22:37:25 +0000 https://www.downing.nz/?post_type=project&p=1976 The post South Pacific Salt appeared first on Downing.

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Brand story, label, and website design for South Pacific Salt 

South Pacific Salt is a boutique salt producer from Marlborough, New Zealand. They saw an opportunity to get their salt into the international market and approached us to develop their brand story.

Story

When the South Pacific tide recedes, and the north-westerly breathes across Lake Grassmere, a gown of white settles on the earth.  Pure sea salt gathers under the Marlborough sun, in Earth’s last refuge for all things pure, New Zealand.

Because New Zealand is renowned for being pure and remote, the products produced here are highly sought after. We used this selling proposition as a key point of difference in South Pacific’s brand story, and this influenced every detail from copywriting to label design.

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The Scent of Creativity – A soy candle that sparks ideas https://www.downing.nz/project/the-aroma-of-creativity/ Mon, 22 Jul 2019 22:57:58 +0000 https://www.downing.nz/?post_type=project&p=1771 The post The Scent of Creativity – A soy candle that sparks ideas appeared first on Downing.

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Can you create a candle that has the scent of creativity?

This year we set out to hand-make dozens of candles with a unique fragrance — the fragrance of creativity. Is it soothing lavender in a bath, or zesty lemon cheesecake? Or is it midnight coffee before a big deadline?

We spent weeks scouring the planet for the right ingredients. Some smells were so soft they were almost undetectable; some so strong they singed our nostril hairs. We finally settled on a secret combination of aromas designed to inspire, invigorate and stimulate your grey matter.

Why create a creative scent?

Much of the work that we produce at Downing is visual. It is something that can be seen on a sign, or scrolled through on a screen. But the visual side of the work we produce is only the tip of the iceberg. There is often a lot of thinking, coding, planning, management, and energy that is invested into each job that makes the work we do special. So we thought it would be good to explore the ‘non-visual’ side of creativity.

For centuries humans have been using aromas to influence how we think and feel. The molecules of certain smells affect the limbic system in our brains which can influence a person’s heart rate, blood pressure, adrenaline and hormones.

How to make a creative candle…

Ingredients:

Soy Wax: 240g / 300ml volume
Fragrance: 24ml

Materials:

Wick
Wick holder
Glue Gun
Jar and lid
Medium sized
Large mixing bowl
Pouring jug
Stirrer
Thermometer

Attaching Wicks

Adhere wicks to the inside bottom of your jar using a dab of hot glue. Ensure it is centred.
Thread the wick through the wick holder & place the wick holder so that it spans the diameter of the glass, making sure the wick is centred. Bend the wick over the wick holder, this will hold it straight as you pour in the hot wax.

Melting Wax

Place soy wax in a double boiler on the stove. Heat on medium heat to 75-80°C until melted.
At approximately 80-82°C add your candle fragrance. Gently stir in well for at least 2 minutes to allow the fragrance to bind with the wax.

Pour scented wax from melting bowl into pouring jug and wait for the wax to cool to approximately 60-62°C before pouring into your jar to your desired level.

Set for at least 24 hours at room temperature.
Trim your wick level with the top of your jar.

Trim wick to 6mm before each lighting.
Keep candle free of any foreign materials.
Only burn candle on a level, fire resistant surface.
Remember to always burn your soy candle right to the edge when you first use it, otherwise it will only ever melt to where you first burnt it.
Do not burn for more than 4 hours at a time.
Stop burning when 15mm of wax remains.

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New Zealand King Salmon Corporate Identity https://www.downing.nz/project/new-zealand-king-salmon-public-identity/ Tue, 21 May 2019 23:49:09 +0000 http://134.209.14.202/?post_type=project&p=783 The post New Zealand King Salmon Corporate Identity appeared first on Downing.

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Creating the ultimate salmon experience

In October 2016 New Zealand King Salmon listed on the NZX and ASX. In their first year as a public company they saw a need to refresh and update their brand identity to communicate more effectively with their audience. We led a comprehensive brand workshop process, which delved deep into the business to distill their vision, purpose, values and personality.

Armed with this foundation, we set about updating the brand’s tired logo, refreshing the colour palette and typography, creating a library of photography and revamping the many brand assets that tie together to form a cohesive brand identity.

We created a custom typography for the new logo, influenced by organic shapes drawn from the imagery of salmon swimming and water ripples. The icon reflects similar shapes that inspire visions of King salmon gliding through water.

We worked with local photographers to create an extensive library of images that were vibrant, genuine and told a story. A focus on hands conveys the passion and care central to the brand, and images from different stages of the salmon life cycle represent the brand’s identity and purpose.

New Zealand King Salmon’s fresh look was launched in the 2017 annual report. This 100-page publication was a beautiful book presented in a sleeve. It told the story of New Zealand King Salmon’s successful year of Enabling Growth from ‘egg to plate’, utilising stunning imagery and printing techniques that accentuated this concept. The report received a Highly Commended award at the New Zealand Pride in Print Awards.

We also utilized a range of printing embellishments to create business cards which encompassed the brand’s new identity. The high attention to detail won a Gold award at the 2018 New Zealand Pride in Print Awards.

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Ōra King Awards – The Journey to Sustainability https://www.downing.nz/project/the-ora-king-awards-2019/ Fri, 10 May 2019 02:51:07 +0000 http://134.209.14.202/?post_type=project&p=388 The Ōra King Awards were established to drive innovation and creativity among chefs who use Ōra King salmon. The annual competition is open to chefs in New Zealand, Australia, North America and Japan.

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The Journey to Sustainability

We are all on a journey of sustainability. Some of us are taking our first steps, some are further down the track. The team at Ōra King saw an opportunity to invite chefs, who are committed to being sustainable, to enter the 2019 Ōra King Awards and tell their unique story. 

Identity

We worked with the Ōra King team to create an identity for the awards that personified the sustainable journey. A full circle of ingredients, rotating in an infinite loop, became our symbol. It is a metaphor for all the little things we do separately that make a big difference together.

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