Homes of Devonport
Gifting our creative time to support causes close to our heart.
Background
The Homes of Devonport tour (Previously Fine Homes of Devonport) is a fund raising initiative that provides an opportunity for ticket holders to take a look around 10 interesting homes in Devonport on Auckland's north shore.
Purchasing a ticket allows access to the 10 designated homes and is a great day out as well as helping to raise significant funds for the likes of Devonport Rotary Charitable Trust, Dementia Auckland and Hospice.
The challenge
Fine Homes of Devonport had been running for a number of years raising money for local charities but the name felt a little elitist and the visual identity was tired and in need of a refresh.
“We're delighted to have been able to gift our time in support of Dementia Auckland and the other beneficiaries. My grandfather suffered from dementia and I watched his demise and the cruel reality of the disease taking hold. The love, compassion and commitment my grandmother gave to look after him and the gifting of her time to Dementia in Scotland was recognised when Edinburgh’s Lord Provist awarded her with a medal of honour.”
— Russell Douglas, Founder & Principal Strategist, D&Co
Gifting our creative time to support causes close to our heart.
Our solution
We were approached to enter our home into the tour as LeGrand (a smart electrical company) wanted to sponsor our home due to the smart tech they had installed. We agreed and went one step further by offering to provide re-positioning, a strong word mark and visual identity to be used across all marketing collateral and the supporting magazine.
On a more personal note my grandfather suffered from dementia and I watched his demise and the cruel reality of the disease taking hold. The love, compassion and commitment my grandmother gave to look after him and the gifting of her time to Dementia in Scotland was recognised when Edinburgh’s Lord Provist awarded her with a medal of honour.
So it was decided that we would gift D&Co's time to help support Dementia Auckland and the other beneficiaries, in the end gifting more than $65k of our time.
We renamed the tour to Homes of Devonport which opened the net wider and allowed for a greater mix of homes. From classic villas with the latest technology to architectural gems, award winning homes to eclectic explorations.
Then it was onto the creation of a new word mark and a refreshed visual identity system that would last the test of time. We conducted desktop research and landed on a clever twist for the word mark and associated key elements. For example, we designed a key with the H and D at either end helping to give the design system a bit of a fun, clever and approachable personality.
We went on to design a range of marketing activations from the website, social media creative, advertising billboards and printed ads to the accompanying magazine for visitors on the day.
We're absolutely delighted to say that tickets sold out in record time and Homes of Devonport raised more money than ever before.
The word mark, design system and supporting collateral can now be used for years to come to support these wonderful causes and we're happy to have played our part. Although over 800 people rinsing through our home was a bit daunting!
Deliverables:
Brand strategy, Naming, Brand story, Identity development, Brand activations, Magazine, Advertising, Website
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