CASE STUDY / WORK THAT MOVED
A place identity connecting Clevedon’s landscape, community and businesses through one recognisable system.
01 / OPPORTUNITY
Clevedon had no shortage of character. Its rural landscape, village businesses, community organisations, events and visitor experiences already made it distinctive. What was missing was a shared identity that could connect those parts and communicate the place consistently.
The work also needed to locate Clevedon within the wider Hāpua o te Wairoa—the Wairoa Valley—without flattening the stories, communities and landscapes that give the area its meaning.
02 / ACTION
Beyond Usual developed a place identity rooted in the local pepeha: the maunga, awa and whenua. The resulting icon draws together the twin peaks, the journey of the Wairoa River and the land of the valley, placing Clevedon at its heart.
That identity became a practical system rather than a standalone logo. Love Clevedon provided the inclusive public expression; the Clevedon community and business association evolved into the Clevedon Association; and the website, social channels, visitor guides, maps, trails, signage, events and merchandise could operate as connected expressions of the same place.
03 / MOVEMENT
Clevedon now has a recognisable platform that helps residents, businesses, visitors and community initiatives speak with greater consistency while retaining their own character.
The later brand hierarchy clarified the roles of Clevedon, Love Clevedon, the Association and its projects, giving the association a clearer structure for future communications, placemaking and destination activity.
One place. One recognisable system. Many ways to participate.