Foundry Group
Built for tomorrow_
In 2025, Cabra Group and SAM Property combined to form Foundry Group, bringing decades of experience across land, residential and commercial development under one name.
This was more than a rebrand. The new name, story and identity needed to unite two respected businesses, give employees and stakeholders a clear sense of what the merger meant, and create a flexible brand capable of supporting the group’s future growth. Just as importantly, it needed to preserve the history, values and sleeves-rolled-up culture behind both businesses.
Our Brand Workshops uncovered the foundations that became the Foundry Group story. The name connects directly to Foundry Road and the group’s beginnings, while also speaking to the process of shaping, building and creating something that lasts.
The visual identity takes inspiration from foundations, blocks and assembly, turning these ideas into a simple, strong and ownable brand system. The language became part of that system too. “Built for…” gives Foundry Group a direct and flexible way to talk about everything from communities and partnerships to growth and getting the job done. A useful brand device, not just a strapline.
From there, we developed the brand architecture and guided the transition from Cabra and SAM to Foundry Group. The rollout included stakeholder communications, photography, stationery, templates, merchandise and a reskin of the existing website, creating a consistent system across property, leasing and development communications.
We also designed and project managed the new office wayfinding and external signage, then created a signage system for Foundry Group developments and sites throughout New Zealand.
The result is a brand grounded in decades of experience but built for what comes next: bringing two businesses together under one clear identity without losing the people, history and practical values that made them successful.
