Maymorn Farm: Building the Visual Identity and Marketing System
Maymorn Farm is a residential development in Upper Hutt by longtime Tailwind clients, Gillies Group. The development is a mix of turn-key packages, design-and-build options and individual sections, with an expanding collection of homes at various stages of construction.
Tailwind was brought in to take the existing brand design and expand the visual identity across its marketing and digital presence, then create a flexible system that could keep pace as the development grew.
Evolving the visual identity
While the original Maymorn Farm brand was supplied to us, we saw an opportunity to develop it further and establish a more cohesive visual language for the development.
A key part of this was introducing a distinctive pattern that could be used across marketing materials and digital applications. We also refined the typography, replacing the original typeface with a more commercially practical alternative while retaining the character of the existing identity.
These refinements gave us a stronger visual toolkit to work with and created greater consistency across everything that followed, from the website and sales collateral through to maps, floor plans and on-site signage.
Topographic map inspired pattern to be used across all collateral
A website built around the development
The Maymorn Farm website needed to accommodate a large and constantly changing amount of property information.
At its centre is a custom-built gallery showcasing all 18 turn-key home packages. Each design has its own dedicated page, complete with a tailored hero image and detailed information about the home.
The site also provides information about sections, homes under construction and design-and-build options, with dedicated progress pages for the wider development as well as the individual homes.
Rather than requiring the client to come back to us for every change, the website was structured so the Maymorn Farm team could manage much of the ongoing content themselves, including progress updates, pricing and new properties.
Bringing 18 turn-key homes to life
The 18 turn-key packages each required their own set of sales material, while still needing to feel like part of the wider Maymorn Farm brand.
We created individual detailed plans documents for every design, along with 18 double-page flyers that could be easily printed by the client in-house (See below). The flyers provide a clear, engaging introduction to each home, combining key features and labelled floor plans to help potential buyers explore their options. For those wanting more information, the detailed plan documents explore the technical aspects of each design, including elevations, dimensioned plans and specifications.
Floor plans were cleaned up and consistently labelled, then used across the website and supporting marketing material. Rendered imagery and other visuals were also edited as required to create a consistent presentation across the different applications.
The result is a complete set of information and sales collateral for every turn-key design, rather than a one-size-fits-all approach.
Marketing collateral and lead generation
The website is supported by a suite of digital and printed sales tools. We developed three key lead magnets: the main Maymorn Farm marketing brochure, a guide covering the four ways to purchase, and the turn-key packages guide.
We also produced a comprehensive price list document incorporating property information and the site map, alongside a web-based version built with custom code so buyers can access the same up-to-date information directly through the website.
These resources give the client flexible tools for different stages of the sales process, from initial enquiries through to buyers comparing specific homes and sections.
Keeping the development moving
As construction progresses, the marketing needs to evolve with it. We established a structure for regular development and individual build progress updates, allowing the client to publish new information without having to rebuild pages each time.
We also created milestone-tracking material to help structure the communication of key stages throughout the development.
For ongoing email communication, Tailwind set up the initial Mailchimp account, including several audiences and branded email templates. These provide a consistent format for monthly updates and can be integrated with the development websites as required. ( See below)
Extending the brand into the development
The visual identity was also applied to the physical environment, including branding for the Portacom sales office and a shipping container design for use on site.
This helps connect the experience of discovering Maymorn Farm online with the experience of visiting the development in person.
Making the development easy to navigate
With numerous sections, homes and stages to communicate, maps became an important part of the Maymorn Farm sales experience. We developed a comprehensive labelled site map showing the lots and streets throughout the development, then created additional versions highlighting the sales office and any lot-specific move-in-ready homes.
The same mapping system was adapted for the price list, making it easy to distinguish between available, under-offer and sold properties, as well as showhomes and build partner homes. We also created a detailed location map for the sales brochure and About page, showing Maymorn Farm in the context of the surrounding area.
One system with many applications
The Maymorn Farm project demonstrates the value of treating a development’s marketing as a connected system rather than a collection of individual pieces.
The identity, website, maps, home plans, sales collateral, price information, email marketing and on-site branding were all developed to work together. Just as importantly, the underlying templates and structures were designed to be practical for the client to maintain as the development continues to grow.
For a project where homes, pricing, availability and construction progress are constantly changing, that flexibility is just as important as how the finished materials look.