Now, more than ever, our sense of connectedness and belonging is vitally important to the wellbeing and resilience of our community.
The months ahead will test us individually but more importantly how we respond as a community and support one another, despite so many groups, clubs, teams and events being suspended.
It is arguably a strange time to launch a new brand, but in the midst of unprecedented uncertainty for businesses, families and our community at large, this new identity can play a small part in heightening our sense of place and connectedness as we grapple with the present and look to the future.
The newly formed Karori Business Association has been working with local designer, place branding specialist and long-term Karori resident Tim Christie for several months. The brand was intended primarily to serve our local business and retail community but we now believe it has the potential to do much more and become an asset for the suburb at large. This is an identity we would love Karori to embrace and leverage, something to shift perceptions and help drive positive change for our suburb. As such we’ve prepared some visuals to demonstrate how this identity could be used in a wider context for the benefit of us all.
Here are some words from our designer:
“I have been involved in many Karori conversations over the last few years including the Marsden Village Business Association, the Urban development committee and workshops leading up to the newly formed Karori Business Association. I’ve also talked with local residents over many years. I was born and raised in Karori and now live here with my own family on the edge of Zealandia. I’m a keen runner and frequently hit the trails surrounding our suburb. I never get tired of the incredible outlooks from Wrights Hill, Makara Peak and Johnson’s Hill and I feel blessed to have Zealandia on our doorstep proliferating with birdlife. We have many wonderful facilities and vibrant business/retail precincts with the potential to become even better.
I’ve dedicated my professional life to design, and in particular, branding. I recently developed a new identity for the city of Invercargill – a challenging yet invaluable experience that ended up being incredibly successful. It’s helped me enormously with subsequent place branding assignments and principles that I’ve channeled into the Karori project. One of the most important aspects of any branding exercise is looking for the things that are truly unique but also authentic and deep-rooted. If you want a place brand to endure then it’s vital to consider the local audience first; what will resonate with residents and install them with a sense of pride and belonging.
The Kaka is an obvious symbol, a popular hero and example of resilience. Our connection to nature and outdoor offerings is a feature of the suburb, themes that have been incorporated into the identity. This brand has the potential to serve us well locally but in time could also be used to engage non-locals and boost external perceptions.”