Anyone travelling north will recall the huge painted kauri tree at Brynderwyn, signalling the turnoff to Dargaville and the Kauri Coast. That classic sign finally disintegrated and has now been replaced with a bright new 9.5 metre high model. Paradigm worked with the Kauri Coast Tourism Development Trust and local partners to develop the region’s new brand, with the Brynderwyn sign our first example. Designed to allow for local interpretation, the identity consists of ‘mix ’n match’ elements drawn from the region. A tohu (by local artist Bernard Makoare) respecting the mana whenua is the foundation, tying the identity to the land at each site – and will change throughout the region; similarly the use of significant maunga and images of attractions and activities. Detail from a kauri by Northland artist Steve Moase illustrates what is particularly special about this area. Over time, the intention is to encourage the brand to grow organically as local needs arise.
– Concept Design –