Design creates freedom...

A home that is naturally grown, healthy, strong, and efficient is the backbone of an Intalok. It’s the natural way to live.

The Brief:
Intalok homes wanted a refresh of their identity, marketing and sales collateral. They needed to communicate a New Zealand story that captured and communicated the benefits of living in an Intalok home.

Intalok is a company that has built a solid reputation for delivering solid timber homes for homebuyers and developers alike. They have vast experience in building Intalok buildings in a range of climates and conditions. These range from the Cocoa Beach Resort in the Maldives to chalets built on frosty mountainsides. Since the 1970s, Intalok has built over 1600 homes and buildings in 11 different countries.

The Result:
Workshops were undertaken with people who currently owned (and lived in) Intalok homes and also with members of the Intalok staff. The goal was to find out why these people fell in love with solid timber homes.

These workshops were invaluable, and through them and our internal brainstorms we were able to start to craft a brand story. The first key idea was that an Intalok is a home (not a house), a place where real people live and raise their families. This was the opposite of the competitors positioning, so gave us a real point of difference. The second was that an Intalok is a natural place to live, inside and out. For us to start to tell the Intalok story, we then creatively used the brand essence of imagination across all communication.

The Intalok brand has been trusted for over 30 years, so the logo needed to be an evolution rather than a complete redesign, and this consideration helped us shape the unique look and feel. Once our story was set, it drove the design. Imagination was used to represent the link between the Intalok homes and the New Zealand grown Radiata Pine trees they are made out of. This idea was consistently used across a host of design aspects. The simple ‘tree-housed-in-a-home-backbone-graphic’ was used as a device to step you through the story. It also graphically represented our idea that the ‘backbone’ of an Intalok is the natural attributes they possess. We developed the backbone graphic into a seamless pattern used throughout all material.

To communicate key benefits we always aimed to trigger the reader to “imagine” what it would be like if they actually lived in an Intalok. This was done by a combination of comparing an Intalok homes properties versus a regular GIB-walled home, and by graphically illustrating the positive benefits that make an Intalok a standout performer. All of the content was crafted to align with our brand story and further consolidate our message.

To further push the idea of imagination, we created a photography series to complement these graphic devices. Solid timber homes are made out of living, breathing natural material, so we wanted to represent the host of attributes that the original trees pass on to the Intalok home.

We shot on location at actual Intalok homes that were located locally. By fusing these raw images with the four key benefits of our story, we created four easy to comprehend surreal images that capture the similarities between the natural material and the finished product.

Tags: Brand Strategy & Identity, Brochures, Logo Development, Photography, Stationery, Website

One Response

1. Brian- Logo DesignJanuary 21st, 2010

   This information is very useful for home buyers

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