VIEWS FROM THE BEACH with Peter White

Takapuna Beach is...

An overview of what is happening in Takapuna Beach from Business Association General Manager.
This month we introduce our new imagery for Takapuna Beach, designed by international designer Brogen Averill; congratulate two local businesses that have been recognised by their peers for obtaining excellence and welcome three new Gold Sponsors to the TBBA – AIA, Frank Casey Takapuna and Haydon Optometrists. We very much appreciate their support in tough economic times and would ask you to support them in return.
I hope that you enjoy reading this edition of Channel and to see you in Takapuna Beach soon.
– Peter White.

Takapuna Beach is...

On the cover of this month’s Channel Magazine you have a glimpse of the exciting new identity being created for Takapuna Beach.
In late 2010 David Kinnear prepared a new business and marketing strategy for the Takapuna Beach Business Association (TBBA).
The key themes established were... A vision – Residents will feel proud, workers will feel lucky and visitors will be astonished; A purpose - to help create the environment where existing and future members of the TBBA can be the best at what they do; Values – Ambitious/Stylish/Determined/Restless.
And some specific actions including...
To have developed an agreed retail improvement strategy assisting better to become the best; Shift head office and set benchmarks with fit out; Rebrand the TBBA and associated collateral.
In keeping with the theme of attracting and retaining the best of businesses to Takapuna, the TBBA approached internationally acclaimed designer Brogen Averill to rebrand the TBBA. Brogen returned to New Zealand in 2004, after working in agencies in London, Paris and Europe (where his clients included Citroen, Panasonic, European Football Cup and Heineken), with an enviable international reputation as a versatile designer, best known for his bold and striking graphic design and branding work punctuated by a high level of craft and attention to detail.
Since his return, Brogen’s portfolio has included work for Lion Nathan, Fonterra, Air NZ, Takapuna’s The Department Store, and Karen Walker. Brogen’s work has seen him recognised with numerous awards and featured in local and international magazines.
The TBBA’s brief to Brogen was, rather than to promote the association, to promote Takapuna Beach as a most desirable destination to live, work and play. We wanted an image that encapsulated everything about Takapuna (The best urban beach in New Zealand, beautiful natural surroundings – lake, beach, harbour; commercial and retail centre; gateway to Auckland CBD – 10 minutes over the bridge; up-market; lifestyle – relaxed, laid back etc).
Brogen wanted to create an identity that provided edginess for the region; a new dynamic to inject new life and attract new people to Takapuna. He felt it wasn’t appropriate to create an icon but came up with a way of keeping in touch with people, something that was current, something with movement; topical at any moment with Takapuna Beach. Something that creates
a conversation for the area. The identity
is clean, crisp and is Takapuna past
and present.
Brogen has devised something very different but “living” – easily adapted to
suit a changing environment, always topical and relative.

Takapuna Beach is...

the beginning of a sentence, the beginning

Takapuna Beach is... sailing, kayaking, long boarding and cycling.
Takapuna Beach is... a melting ice cream and sand between your toes
Takapuna Beach is... the events capital of the North Shore
Takapuna Beach is... inhabited by 4000 people
Takapuna Beach is... hosting the World 470s Sailing championships this weekend
Takapuna Beach is... home to The Department Store
Takapuna Beach is... it your next shopping destination?
It is thoughts on Takapuna Beach communicated back to the public; it is about establishing a conversation.

These thoughts, quotes and statements are a way of speaking directly to the public. However, it was felt that a visual aspect was needed to compliment the identity – a language for the brand. The second part of the project involved Brogen researching Takapuna’s history and it soon became apparent that elements kept repeating. Stripes were evident in the architecture, on the sails of yachts, in the uniforms of rugby and football clubs, on light houses, on beach chairs, sun umbrellas and on bowling club flags. Brogen then gave the stripes a more modern reincarnation, putting an angle on to create a dynamic for the beach; something striking and which will grab attention. There are no specific colours – they change with the mood of the people, relative to the season, or with what we are trying to communicate. The stripes come to life creating a vibe and can be used on a variety of different mediums. Takapuna Beach is... changing.
We see exciting possibilities where we can use the Takapuna stripes. eg. During RWC with the colours of the French Rugby Team (Red, Blue and White) on poles, banners, buntings, lamp posts, buildings, shop windows etc. Takapuna Beach is... home to the French
rugby team.
Instead of having a proliferation of real estate agents signs in windows we could
have them covered in stripes (maybe in the colours of the real estate agents). Takapuna Beach is... waiting for you to locate your business here. We have subsequently presented the identity to the Devonport-Takapuna Local Board who unanimously and enthusiastically endorsed the logo as an exciting and innovative concept.
Local Board Chairman Chris Darby made this comment. “At first glance it’s noticeably contemporary yet with strong classical references. I like the unambiguous stripped back design projecting a clear and dynamic message. Devonport-Takapuna Local Board members greeted it enthusiastically. Imagery like this will help cement Takapuna’s ID in the minds of customers and visitors”.

Takapuna Beach is... exciting
Takapuna Beach is... changing
Takapuna Beach is... whatever we want it to be.

Congratulations – Takapuna Businesses recognised

Congratulations to Armie Aninion-Avillanosa (pictured – Her gorgeous winning model was Laura Scaife, runner-up in the first season of New Zealand’s Next Top Model ) of Servilles Takapuna who won the Supreme Award – New Zealand Hairdresser of the Year at the recent L’Oreal Colour Trophy Awards. In addition, Armie won the Fashion Magazine award, and received a Highly Commended for her Mens Colour Award entry. Armie joined Servilles Takapuna in 2008 and has been a key member of the Hair Team for New Zealand’s Next Top Model, cycles one and two. So much success in such a few years, it’s very evident this stylist is destined for big things. Congratulations to Armie and Servilles Takapuna – another example of the best of Takapuna.
Colliers North Shore recently celebrated both their 10th anniversary and the news that they had won the prestigious Colliers Franchise of the year award. Congratulations to Andrew Hiskins and his Colliers North Shore team who were clear market leaders in the office and industrial sectors and were also recognised for their financial success, the coherence and longevity of the team, the emphasis they placed upon developing staff and for Andrew’s leadership.

Why should you shop in Takapuna?

The Takapuna Beach Business Association recently received the latest Marketview report which showed that less than 6% of our catchment area (shoppers living between Campbells Bay and Devonport, east of the Motorway) spend was in Takapuna (i.e. people residing in or close to Takapuna were spending 94% of their money in places rather than Takapuna). The Takapuna Beach Business Association is working hard to attract quality retailers to Takapuna and each month we will highlight a Takapuna Business which we believe deserves the support of you our reader. This month we bring to you -

House of Travel Takapuna

The House of Travel group is in its 24th year of business and now has over 70 offices throughout New Zealand. With representation in Australia the combined annual group turnover is in excess of $1.2 billion, but is 100% New Zealand owned and operated and is fiercely proud of their Kiwi heritage.
In Takapuna their very experienced team of 10 will work with you on your holiday and business travel needs, providing you with all reasonable alternatives thereby ensuring that you can make the most informed and cost effective decision. They also have a school group’s specialist on board.
The business travel team offer a personalised service meaning you talk to the same person each time you wish to plan a trip. For larger accounts they can also offer an online booking facility but with all the care and attention that their consultants provide for you.
House of Travel Takapuna are well aware that the internet has a place in the travel industry however believe that nothing can replace the personal service provided by their staff, and guarantee readers to match or better any airline website air fare to Britain or Europe – Asia or Africa or The Americas. So not only will you get maximum value for your $$$$ you will also get full service. Just mention to your consultant that you read about House of Travel Takapuna in Channel Magazine.
House of Travel Takapuna will add value to your personal or business travel, saving you time, worry and money. Remember – without a travel agent you are on your own!

House of Travel Takapuna – 26 Anzac St, Takapuna Beach – Phone 486 0995.
Email: takapuna@hot.co.nz
Hours: - Weekdays: 8:30am - 5:30pm;
Saturday: 10am - 12pm