BID District branding and environmental graphics

  • Brand Strategy & Design
  • Client

The Uptown brand identity is the result of a four month design project initiated by the Eden Terrace Business Association and aided by submissions from Fuse to create Auckland’s 46th BID (Business Improvement District).

The background research, establishment of the Uptown name, brand values and visual concepts have been the result of a collaborative effort, with the creative and administrative teams focusing on understanding the personality and character of the precinct.

Uptown street posters Uptown branding


Fuse led the process of re-naming the precinct ‘Uptown’ and developing the ‘Up for it’ slogan that underpins the brand as well as creating the look & feel. We focused on expressing the rather different personality of this little known neighbourhood.

Bold design and playful copywriting grabbed people's attention and subliminally forced them to take another look at the area. This culminated in a launch of the Uptown identity by Auckland Mayor Len Brown and local business leaders.

Uptown brand guidelines Uptown logo and brand development Uptown print design Uptown stationery design Uptown logo versions Uptown district street signage

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