Website Development Archives - Downing

Nimbus — Identity Refresh

Downing — Wed, 01 Dec 2021 04:09:55 +0000

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Nimbus team felt their current brand was outdated and didn’t accurately reflect the culture of the business or the wide breadth of services available under their software umbrella.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.

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?

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.

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.

“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

Downing — Mon, 06 Sep 2021 14:03:20 +0000

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

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.

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Living Design Brand and Website

Downing — Tue, 04 May 2021 02:03:16 +0000

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.

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.

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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The Fat Tui

Downing — Mon, 30 Nov 2020 08:24:35 +0000

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.

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South Pacific Salt

alpha — Wed, 04 Mar 2020 22:37:25 +0000

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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New Zealand King Salmon Corporate Identity

alpha — Tue, 21 May 2019 23:49:09 +0000

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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NPD – New Zealand Leaders in Petroleum Distribution

alpha — Mon, 20 May 2019 04:48:14 +0000

Nelson-based, family-owned, NPD use strong branding to become a New Zealand-wide fuel network.

NPD is on a mission to build a strong fuel network throughout New Zealand, growing from around 20 sites to over 90 within just a few short years. That’s no mean feat, and we’ve been there every step of the way to help NPD make this vision a reality.

We partnered with NPD to design the look and feel of their new sites. As the brand was growing so rapidly, it was essential to maintain consistency. Every facet of the brand is considered — from the canopy and convenience store, right down to the staff name-badges at each NPD site. So no matter where you fill up, you’re met with the same values and identity that make up the NPD brand.

Concept to reality

During the design phase we create digital 3D models of each site. This allows us to explore design variations and make informed decisions about every last detail.

The 3D models are then instrumental in effectively communicating the design to the various teams of people involved in turning the concept into a reality. This process ensures we have control over maintaining a consistent brand across every new site in development.

Marketing Success

With the brand growing fast and new sites opening around the South Island, NPD needed to spread the word and increase awareness of the brand into new markets and audiences. We developed a comprehensive marketing plan to promote existing sites and create interest in new sites as they open. Our strategy included a variety of channels from traditional newspaper, radio, and magazine advertising to social media, and digital marketing on Google and Facebook.

Likes

These marketing campaigns have led to a huge amount of growth in consumer engagement with the NPD brand. NPD’s Facebook page has gone from a few hundred likes to over 10,000 in under two years. Through effective marketing, this will only continue to grow.

For NPD relationships are important. Our partnership with NPD has enabled us to have a unique insight into their business needs and to create and implement effective branding and marketing solutions as they undergo a period of significant growth.

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Ōra King Awards – The Journey to Sustainability

alpha — Fri, 10 May 2019 02:51:07 +0000

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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TYEE – The King of King Salmon

alpha — Fri, 10 May 2019 02:01:38 +0000

It is said, that in the old days the ocean felt empty. So she filled herself with life, and named the salmon her kings.

She hid a portion of these salmon. In dark places she grew them — where other fish fear to wander. She named these few Tyee, and set them apart to be kings among kings.

No two Tyee are alike. They have wrestled their way to the top. Their fins may bear the scars of a life truly lived, the remnants of frays won, and lost.

Tyee are rare among salmon. No less than 30 pounds in imperial weight, this salmon is a giant. A leviathan that will sear itself in your mind for years to come.

The Brief

New Zealand King Salmon approached us to work on a new product that was going to be bigger than anything we’d done before. We partnered with them to launch a new brand of Ōra King salmon called ‘Tyee’. The life-cycle of a salmon usually ends after spawning, but some rebellious few continue to grow beyond what is normal for salmon. This phenomenon occurs naturally in the wild and in their environment in New Zealand.

The name Tyee means ‘Chief’ in the local language of British Columbia where they were originally found. Tyee weigh over 30 pounds, and have been caught in Campbell River since 1924. Tyee were originally caught from a boat with no motor, with a hook with no barb.

Grant Rosewarne from New Zealand King Salmon wrestles with a Tyee

The Challenge

We were challenged to create a brand narrative for these leviathans, and to roll that out over logo, packaging, digital, and motion.

With only a few of these salmon available each month, the positioning of this Tyee was ultra-premium. It needed to hold-it’s-own against the likes of Blue-fin Tuna which can fetch high prices in the seafood market. We worked closely with the team at Ōra King to craft an authentic story and build hype about this new product.

The Process

The Tyee story brand process began with a solid amount of thinking. We drew inspiration from books like The Old Man and the Sea by Ernest Hemmingway and Moby Dick by Herman Melville. We crafted a story inspired by epic folklore legends, and built a narrative that conveyed a sense of myth and mystery.

Discovery into creating the Tyee brand identity. Dark, mysterious and alluring were some of the words that were to define the story.

The Logo

We constructed a custom typographic logo for Tyee. The letters were inspired by the fins and shapes of a King salmon. The logo is tall and bold, designed to convey a sense of presence and size. Along with the logo we crafted an emblem, a portion of a Tyee tail flicking out of the water. It has been done in the style of an old nordic symbol to add to the mythology of the creature.

We used shapes from a King salmon to create the Tyee letterforms.

The Tyee letters are set to a grid to add to the overall uniformity of the word-mark.

The Tyee emblem.

Black Water Illustration

Tony Downing created a custom, hand illustrated ocean-scape to use as an asset on all branded collateral. He did this with black ink and scraper-board. It is a moody, emotive scene that is full of currents and churning waves. Having an image like this reinforces the mythology of Tyee.

Tony created the black water illustration on scraper-board.

The Tyee box is clothed in the black water illustration we created for the brand.

The Box

The box is a marvel of cardboard engineering. It uses double layered thermal cartons which creates a resilient temperature barrier to protect the fish during its journey to the end customer. The box is clothed in the Black Water illustration to reinforce the complete brand story.

Teaser Videos

We produced a series of short videos to create anticipation for the launch of Tyee.

The idea behind the videos was ‘Something bigger is coming’. We knew these salmon were enormous and we wanted to showcase that. We illustrated scale with different sized plates and movement of cutlery. And for the final shot we used a full-size Tyee steak to show chefs how big these fish actually were.

Launch Video

For the launch of Tyee we wanted to create something special. Our idea was to create a video of the Tyee logo emerging from the dark depths of the ocean. There are two ways we could have achieved this: 1. With special effects; or 2. To physically create the logo and push it up through water. And because we love authenticity and crazy ideas, we went with option two.

You may not know this, but in Nelson we are lucky enough to have an international-standard underwater photography studio. Kashiwa Studio in Atawhai, run by photographer/activist José Cano, was the perfect place to create our vision of the ultimate Ōra King Tyee introduction.

We created a prop of the Tyee logo fixed from behind with a long metal handle. It looked like a giant black fork holding four flat marshmallows. After numerous tests, José donned a completely black wetsuit and scuba gear, and submerged himself in the black water of his studio. One of our favourite film-makers, Daniel Allen, suspended his camera above the water and proceeded to create a beautiful piece of film.

The result was a simple clip of the Tyee logo emerging from the darkness. Eerie and cinematic, this was the perfect video to launch Tyee.

Teaser videos before the launch of Tyee. Used in social media.

José and Emma of Kashiwa studios have developed a unique underwater language with a mixture of hand-signals and tapping.

Tyee launch video of the logo emerging from black water.

The Response

Ōra King Tyee has been wildly successful. When Tyee launched it fetched the highest price ever paid for a King Salmon, with an American foodie paying $1700 NZD for one Tyee.

There are no other salmon producers worldwide that are offering salmon within the ultra-premium category. It is already highly sought after by discerning chefs worldwide, and is being praised for its delicate flavour, herbaceous palate, beautiful layered flesh, and firm texture. Tyee are so popular that they are sold out months in advance.

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Tai Ata – From the Wild

alpha — Thu, 09 May 2019 22:21:41 +0000

In the Marlborough Sounds of New Zealand, water is life — a force that is as wild and free as the people it sustains. Churning currents and deep channels cut through rugged hills and fierce bush.

This is a wild region that draws wild people. Explorers and pioneers — visionaries that, with enough grit, can make a living here.

These bays are rich in Taonga — objects and resources that are highly-prized. If you know how to seek, you may find an ancient Māori adze hidden in the sand of a secluded beach, or remnants of forgotten treasures from before our time. They have remained in these bays for years, and with good stewardship, will remain for years to come.

These emerald waters are also renowned for Taonga of a different kind — Kai Moana. Premium Greenshell Mussels and Pacific Oysters. The best of these are pulled from the deep and set aside as a premium seafood product.

Tai Ata — from the wild

The Challenge

How do you convert a commodity into a brand? This was the question that was put to us by Simon from Tai Ata. Simon is one of those unique individuals that can only be found in New Zealand; hard-working, honest, and pioneering. He has a vision to turn marlborough shellfish into a premium product.

Creating the Identity

We started the identity process by creating a stylescape of what Tai Ata could be. We drew on the story of the wild Marlborough Sounds and combined that with the rugged people that live there to create a narrative that is authentic.

Website Development

The Tai Ata website has been designed to reflect the identity work we did at the start. It uses hand-drawn illustrations with moody photos and subtle textures; all adding authenticity to the Tai Ata story

The Morning Tide

We designed the Tai Ata logo to resemble the morning tide. It is a breaking wave that gets calmer as it moves closer to shore. We created custom typography for each letter of the word that tied in with the symbol.

Tai Ata Koro

One of Tai Ata’s premium products are the giant oysters that defy everything previously known about these shellfish. We worked with Tai Ata to create a name and logo that would tie into the greater Tai Ata identity.

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