Green space at your gate, city at your feet.
Client
O&O
scope
sector
Property
The Background
Elaman’s O&O development is a community of 25 terraced homes on a prominent corner in Onehunga, Auckland: Oranga & Olea. Located in a rapidly growing neighbourhood, the project needed to stand out in a crowded property market. The brand targets style-conscious first-home buyers and young families by offering beautiful, well-designed homes that balance city convenience with open green spaces.
The Strategy
The brand strategy centres on a dual lifestyle narrative, summed up as: "Green space at your gate, city at your feet." This sentiment is reinforced by a thread of lifestyle phrases that drive the message home: “kick a ball, catch a train”, “one tree hill, ten minutes”, “long black, short walk”, and “wake to birds, walk to burgers”. We turned the smaller size of the development (only 25 homes) into a competitive advantage, reinforcing O&O as a tight-knit community where residents can actually know their neighbours. The strategy also positions O&O at the intersection of style and value, showing buyers they don't have to sacrifice great architecture for an attainable price point.
The Solution
We crafted a bold ampersand symbol as the brand’s visual anchor, representing duality, balance and the name Oranga & Olea itself. By pairing a striking, energetic pink with lifestyle photography, the brand immediately communicates a vibrant lifestyle. The colour also subverts standard property marketing - intended to command attention on the street and on the feed. The clean, minimal typography balances the energetic colour palette. It pairs large, heavy titles with plenty of breathing room, keeping the layout sophisticated. Real imagery of the surrounding area (like Cornwall Park and local transit links) was used as a contextual device - helping buyers instantly picture their future here.
Credits
PP Kyoto by Pangram Pangram
Lausanne Pan by Weltkern
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