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Edition by South, New Zealand

Opinion by Richard Baird

Visual identity and marketing materials by South for Edition, a luxury apartment development in Auckland, New Zealand

Edition is a new property development by LEP Construction. It will be located in Parnell, a suburb of Auckland, New Zealand, and made up of 18 luxury apartments designed by architects Monk Mackenzie with a eye for flexible space and changing natural light. Edition will make the most of a sloping site, feature three levels cantilevered above ground and create what are described as “view shafts” from street right through to the harbour beyond. This modern structure, and sensitivity to its context, is complimented by a luxury interior design, created by Bureauxe, of both contrast and continuity, in materials, surface textures, colour and form.

Graphic design studio South were commissioned to create a visual identity for Edition that would assist the real estate team in presenting the project to potential buyers, and help, in conjunction with the building’s distinctive structural and interior design plans, elevations and renderings, to distinguish Edition within a crowded luxury apartment market.

With the intention of capturing the essence of the building, and informed by the spacial, visual and material language of Monk Mackenzie, South created a brand identity of light and reflection, moments of contrast and correlation, and a recurring rectangular motif. This links a variety of marketing materials that included brochure and brochure sleeve, sales book and box, invitation, floorpans, buyer gift and business cards.

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Meg’s Tailoring by Studio South, New Zealand

Opinion by Richard Baird.

Brand identity and postcards by Auckland-based Studio South for New Zealand tailoring service Meg's

Meg’s is a tailoring service, established by Megan Kenny, that began as a single store on Garfield Street in 1995. Meg’s now has two locations in Auckland, New Zealand, provides a broad range of services; from hems to full garment design, and works on large projects with high-end designers and labels such as Hugo Boss, Prada and Gucci, and on smaller jobs from High Street drop-ins.

Megan Kenny has worked in Sydney and London, has decades of experience in dressmaking, fashion and interior design, and has built a team of tailors, seamstresses, designers and machinists, many of whom she has trained herself. Megan and her team are passionate and respectful and pride themselves on their attention to detail and customer care.

With the intention of better communicating the team’s ongoing ambition to deliver quality work and exceptional service, Megan worked with Auckland-based Studio South to evolve Meg’s brand identity and re-introduce it to the market in a fresh and contemporary way. This was achieved through universal motif and colour palette, the materiality of uncoated papers and glossy finishes, and a modern restraint. Alongside digital presence and art direction, Studio South also provided Meg’s Tailoring with a variety of printed assets, these included branded t-shirts and carrier bags, signage, decals and business cards.

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