Inclusive branding for Vaughan Park Anglican Retreat and Conference Centre
Overlooking picturesque Long Bay Beach on Auckland’s North Shore, Vaughan Park Anglican Retreat and Conference Centre is a place of peace and tranquillity. Open to people of all religions, its facilities and its beautiful garden host a wide array of events from conferences to weddings.
Owned by the Anglican Diocese since it was gifted by the Vaughan family 20 years ago, it needed a complete brand refresh following the construction of the retreat and conference centre.
The Vaughan Park Governance Board, chaired by Angus Ogilvie, decided that it was time for a new look – which was simpler, modern, and reflected Vaughan Park’s environment.
The board chose Attain to provide all-encompassing support for redesigning the branding and all visual elements. They wanted to refresh and revive the internal culture with a revised brand identity.
Their team revealed that Attain was selected because of the high calibre of work and the fresh and simple approach that Anthony (Ants) Simons, Attain’s Director of Brand, and the Attain team are famous for.
Attain provided several options for the logo, and the Governance Board were blown away by how successfully the concepts were drawn from Vaughan Park’s location, utilising the sleek seaside beauty of the area.
After choosing the concept that best encapsulated the brand they wanted to create, the board wanted further developments incorporating a Christian element without appearing too strongly religious.
Attain incorporated this feedback in the final design for a subtle but effective result.
The Teo Reo phrase ‘wāhi manaaki, taunga whakatā’ was also included to reflect the strong bicultural nature of the Anglican Church and its vision.
Vaughan Park Anglican Retreat and Conference Centre’s new logo and branding is now used everywhere, from their website to business cards, banners, notices, and marketing collateral for the speakers they sponsor.
The board was supplied with thorough brand guidelines, and Attain’s support services came in handy with managing the print process and ensuring the finished printed products lived up to the high-quality design.
As a direct result, the board has received universally positive feedback about the new design’s inclusive feel from corporates, not-for-profits, and religious groups who have used the centre.
Attain understands that brand refreshes can be daunting for organisations. From Angus’ experience, he believes there is a perception that designers and brand strategists can force clients down a particular path because they are precious about what they’ve designed.
According to the Chair of the Vaughan Park Governance Board, Angus, “It was a totally different experience working with Attain. They have a really relaxed and flexible process and understand that the result has to work for the client.”
Angus particularly enjoyed collaborating with Attain’s designer, Anthony, stating “he demystifies the branding process.” He also acknowledged that the board never felt like their feedback was being second-guessed.