Foundry Group
After decades of property development as Cabra and SAM, we were called in to guide the merger. The new name, story and identity needed to bring two respected businesses together under one strong banner, without losing the history behind them.
Our brand workshops uncovered the gems that became Foundry Group’s backbone. The name connects back to Foundry Road and the group’s beginnings, while the identity takes the idea of foundations, blocks and building, and turns it into something simple, strong and ownable.
From there, we rolled the brand out across the existing website, stationery and merch, creating a flexible system that could work across property, leasing and development communications. The language became part of the system too. “Built for…” gave Foundry Group a simple, flexible way to talk about everything from communities and growth to getting the job done. A useful brand device, not just a strapline.
We also designed and project managed the new office wayfinding and external signage, then created a signage system for developments and sites around New Zealand. The result is a brand grounded in decades of experience, but built for what comes next.
The rollout went well beyond the screen. We developed stationery and merch, designed and project managed the new office wayfinding and external signage, and created a signage system for Foundry Group developments and sites around New Zealand.
