The Foundry

Role & Studio
Graphic Designer
My tasks
Creative Direction
Brand Identity
Brochure Design
Environmental Graphics
Floor Plans
Web Design
Web Development
Project Management
Gold Environmental Graphics
Best Awards 2020
Project Info +
The Foundry is made up of 38 light-industrial units designed to cater for an emerging market: small businesses that need a commercial space with all the benefits of a large industrial warehouse – concrete construction, high ceilings, roller door access – without the size and associated cost.

Typically, light-industrial is aimed at storage or trade businesses. The strategy with The Foundry was to reframe the perception of these basic concrete units and open up sale to different types of companies e.g. online retailers and boutique manufacturers, by demonstrating their versatility and presenting the units as adaptable modern workspaces.

The goal for the brand was to communicate opportunity and possibility. I conveyed this graphically by creating a modern twist on elements associated with commercial and industrial sectors. The humble roller door is ubiquitous and emblematic of light-industrial warehouse units – I took the opportunity to use this as a key symbol of the message – that what lies behind the roller door is a myriad of possibilities and it’s not so much about the space, but what the space enables.

Without altering the base architecture, I also designed environmental solutions, using cost-effective methods to transform an otherwise uninspiring concrete construction into a striking exterior that creates a sense of place.

The Foundry proved to be attractive to its target audience and sold down 80% within a week of launch under Covid-19 Level 2 conditions.
Expand Images
The Foundry Exterior 2
The Foundry Pattern
The Foundry Brochure Cover
The Foundry Brochure
The Foundry Brochure
The Foundry Brochure
The Foundry Brochure
The Foundry Brochure
The Foundry Brochure
The Foundry Website
The Foundry Exterior Wayfinding
The Foundry Signage Daytime
The Foundry Signage Evening
The Foundry Trolleys
The Foundry Tape
The Foundry Hobsonville Aerial
The Foundry Bin Station
The Foundry Bin Posters
The Foundry Posters
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