Northbrook
Northbrook
Later Luxury Living
Later Luxury Living
- Services
- Strategy
- Brand Identity
- Campaign
- Production
- Digital
- Copywriting
- Social
- Credits
- Troy Goodall
- N4.Studio
- Joy Inc.
For a growing number of people, what it means to retire is evolving. Connotations of slowing down and a loss of freedom plague the retirement sector. Northbrook is a newly launched brand designed to cater to the premium end of the market; the challenge was to firmly separate the Northbrook brand from the high volume of mid-market brands.
Northbrook
Later Luxury Living
Later Luxury Living
- Services
- Strategy
- Brand Identity
- Campaign
- Production
- Digital
- Copywriting
- Social
- Credits
- Troy Goodall
- N4.Studio
- Joy Inc.
For a growing number of people, what it means to retire is evolving. Connotations of slowing down and a loss of freedom plague the retirement sector. Northbrook is a newly launched brand designed to cater to the premium end of the market; the challenge was to firmly separate the Northbrook brand from the high volume of mid-market brands.
A qualitative research assessment uncovered a niche market that demands a different standard and approach to later living. This niche seeks a sense of refinement, an offering where residents can continue to live their unique lives and be the discerning and decisive individuals they have always been. A Northbrook client rejects the notion that entering a retirement village means being confined or controlled in any way. The challenge is to conceive and present an unprecedented brand at the premium end of the New Zealand market while communicating its potential clients’ desire to remain in control.
Northbrook’s radically different approach to retirement living calls for a reimagined design response. Visual cues and references disregard anything done in the sector before, highlighting the artful and the architectural, rather than the ageing aspects of later living. Our design execution presents Northbrook’s offerings as a continuation of its clientele’s property portfolio, leading to the creation of brand collateral and a communication strategy that is in keeping with luxury residential developments, rather than retirement complexes.
The design response eschews any reference to the retirement sector, instead positioning Northbrook as a luxury brand. A strict, considered, Swiss grid system underpins every output, ensuring a sense of consistency that evokes artful refinement. Typographically, the elegant serif Manier is juxtaposed with the utilitarian sans-serif Sohne. Legibility of point size has been thoughtfully considered to be tasteful, yet easy to read for low-vision Northbrook residents. Premium uncoated stocks present the ideal surface for bronze-branded foils on printed collateral.
Brand photography focuses on a continued connection to the social aspects of life and the ability to pursue hobbies without restriction. Additionally, a thoughtfully curated suite of imagery illustrates the five unique Northbrook locations, each one presented as a highly desirable piece of real estate, situated in Aotearoa’s most picturesque landscapes. This connection to nature and the landscape inspired the Northbrook colour palette, a mix of verdant greens and warm neutrals that are refreshing yet luscious.
Northbrook is creating a masterpiece for later living, with a commitment to deliver the exceptional quality and standard of life its clients are accustomed to – and demanding an artful and considered design response to match.
A qualitative research assessment uncovered a niche market that demands a different standard and approach to later living. This niche seeks a sense of refinement, an offering where residents can continue to live their unique lives and be the discerning and decisive individuals they have always been. A Northbrook client rejects the notion that entering a retirement village means being confined or controlled in any way. The challenge is to conceive and present an unprecedented brand at the premium end of the New Zealand market while communicating its potential clients’ desire to remain in control.
Northbrook’s radically different approach to retirement living calls for a reimagined design response. Visual cues and references disregard anything done in the sector before, highlighting the artful and the architectural, rather than the ageing aspects of later living. Our design execution presents Northbrook’s offerings as a continuation of its clientele’s property portfolio, leading to the creation of brand collateral and a communication strategy that is in keeping with luxury residential developments, rather than retirement complexes.
The design response eschews any reference to the retirement sector, instead positioning Northbrook as a luxury brand. A strict, considered, Swiss grid system underpins every output, ensuring a sense of consistency that evokes artful refinement. Typographically, the elegant serif Manier is juxtaposed with the utilitarian sans-serif Sohne. Legibility of point size has been thoughtfully considered to be tasteful, yet easy to read for low-vision Northbrook residents. Premium uncoated stocks present the ideal surface for bronze-branded foils on printed collateral.
Brand photography focuses on a continued connection to the social aspects of life and the ability to pursue hobbies without restriction. Additionally, a thoughtfully curated suite of imagery illustrates the five unique Northbrook locations, each one presented as a highly desirable piece of real estate, situated in Aotearoa’s most picturesque landscapes. This connection to nature and the landscape inspired the Northbrook colour palette, a mix of verdant greens and warm neutrals that are refreshing yet luscious.
Northbrook is creating a masterpiece for later living, with a commitment to deliver the exceptional quality and standard of life its clients are accustomed to – and demanding an artful and considered design response to match.
