The Lopdell Precinct is an arts and cultural development located in Titirangi. At its heart is West Auckland’s premier art gallery, formerly known as Lopdell House Gallery. Strategy was approached to re-brand the gallery, to reflect its contemporary vision and place within the precinct.
Following a consultative process that included strategic workshops with key stakeholders from the Arts and the community, the name ‘Te Uru’ was established – having local and cultural significance and a story that was distinctive. For local iwi, it is the wind with the greatest mana and power, so the name was kindly gifted by Te Kawerau a Maki.
Graphically, wind is represented by the right-aligned and italicised typography (coming from the west) giving the brand a windswept and dynamic feel. The glyph below the wordmark represents the surrounding Ranges as well as visually forming a W shape symbolising the West Wind and Waitakere.
Strategy recommended drawing brand colours from either surrounding imagery, (including photography of the art itself) or brand images that represented the Gallery. Rather than limit the brand to any single colour – like art and design, the brand colour palette is without limits.