Pierside
Once a pumping retail hub, New Brighton's charm faded over decades of commercialisation and bad planning. Today, that's all changing thanks to an ambitious development project that's set to breathe new life into this vibrant beachfront community. Not Another™ worked with the Harris family to rediscover and distil the magic of New Brighton into an epic brand worthy of an epic development. The result is a fresh identity rooted in rich heritage. From naming to logo, custom typeface, illustrations, animation, and a Webflow website, Not Another™ crafted a full identity roll-out.
Pierside is soon to be home to a lively laneway of eateries, a pavilion with oceanfront dining, a village green for events, and a grocers strip with fresh local produce. It's more than a destination—it's a community renaissance.
As we undertook the research phase for this project, did a few site visits, and dug through the archives, we were quickly inspired by all the signwriting that exists around New Brighton. Taking inspiration from the shapes, colours and expressiveness of this signwriting, we developed a totally custom typeface for Pierside.
A key part of the Pierside identity is a suite of illustrations we developed to inject life and expression and support the range of photo and video we also produced.
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