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July 9, 2009

Parnell has a new brand!
Parnell businesses - get on board!
Overwhelmingly positive response to new look
And a refreshed website
Late Night Art, Parnell a big success

The new brand is supported by a series of cheeky and fun graphics that will be used across a number of media - including in Parnell shopfronts.

Parnell has a brand new look!
Welcome to Parnell, "The Creative Quarter"

Parnell's new brand was launched on Tuesday night to an excellent crowd of Parnell Inc.* members and guests.

Parnell now has a radical and funky new logo

that embraces its heritage while representing the suburb very much into the now.

Developed in conjunction with award-winning brand designers, Maxim Group, Parnell Inc launched a great new look that will have you falling in love with Parnell all over again.

Les Harvey created the iconic Parnell Village in the '70s and it became the place to be seen and a tourist highlight for travellers and locals alike. The new-look Parnell reconnects with this era, reminding people of its colourful past and re-claims the area as one of Auckland 's leading suburbs with the tag line "The Creative Quarter".

Parnell - The Creative Quarter tells you that Parnell is the area in Auckland where creative industries locate. As a result, like-minded people and businesses want to be part of Auckland 's creative centre.

Parnell is full of creative businesses be they art galleries, architects, advertising agencies, painters, sculptors, design studios, accountants or lawyers. Creativity is an essential part of every successful business. The new Parnell logo is expressive and captures the look and feel of Parnell as it is today.

Maxim Group, based in Parnell, was thrilled to work on this neighbourhood project. "We've developed a brand language that expresses a sense of community; a feeling that when you come to Parnell, you can take your time. You are not coming to a mall or to Newmarket where its hard-out shopping, you are coming to Parnell to experience the Parnell difference. The new brand is energetic and creative, with loads of personality and attitude," said Mary Davy, Maxim's Creative Director.

You can see Mary's excellent brand launch presentation online.

Learn more about our new brand
A lot of research and thinking went into the creation of the new Parnell brand, to make it something we could all relate to, buy into and be proud to support in whatever ways we can to help Parnell thrive. A flyer will be delivered to Parnell businesses and homes soon featuring this info:

Our Brand Story: Of course we're the first suburb of Auckland, but we have so much more: We are The Creative Quarter - Now is the time to highlight our creativity. We need to elevate it, celebrate it, put it up in lights!

Our personality: We're a great bunch, obviously! We're warm; we're aspirational; we're vibrant and sophisticated.

Our Values: We care about our heritage, our community, and having high standards.

*Yes we've had a name change to go with the new brand, and to set us up to offer services to all Parnell businesses. Read all about us here

Parnell businesses - get on board!
Be bold, have some fun and get into the new Parnell!

Our new brand is bold, high energy, inspiring and, in the current economic environment it's uplifting and a lot of fun!

Parnell Inc invites you all to buy in to this new vision of Parnell and of yourselves as people smart enough and creative enough to be in business in Parnell.

We will be marketing Parnell as Auckland 's Creative Quarter, developing inspiring promotional initiatives and attracting creative people and businesses into the area to enliven Parnell and make it truly hum.

If you haven't seen the new brand in action yet, step outside ad take a look at the street banners along Parnell Road and Parnell Rise! How could you have missed them brightening up the winter streetscape!

Thanks to Dean Ross Bay at Holy Trinity Cathedral, we also have three flags flying at the corner of St stephens Avenue and Parnell Road.

You'll also be able to see the new graphics in action in the NZ Herald's Viva and Canvas, and hear a peppy ad running across Radio Network stations this month.

And if you came to our first Late Night Art, Parnell last night (a great Parnell night now running on the second Thursday of each month) you will have seen the high-impact 2m pop-up banners very generously providedby Neville Newcomb Reprographics at 69 Parnell Rise, featuring the naked lady ("A wall without art islike seeing yourself naked").

Parnell Inc. invites Parnell businesses to work the new Parnell brand into your marketing. As a first step, we are offering window decals of the graphics (at left) to Parnell Road and Parnell Rise businesses - they've been specially developed to be relevant to most street-level businesses: cafes, restaurants, jewellers, galleries, general retail and beauty. By having these in your window you'll help brighten the street, differentiate Parnell from our suburban neighbours and reinforce the brand marketing. It will help make Parnell an even more uniquely different place for visitors - and we'll be seeking interest from T-shirt makers to market Parnell Tshirts featuring the graphics too!

We'll be coming to see you next week to take orders, but give us a call or email if you already know what decal you'd like! (Phone 09 379 0606, email debbie@parnell.net.nz.)

Initial reactions to the new Parnell brand
Excitement and enthusiasm for new brand's energy

There were looks of surprise and delight on most faces at the brand lanch when Maxim Creative Director, Mary Davy, revealed Parnell's new logo and the system of cheeky graphics that will support it and play a major role in Parnell's new marketing campaign.

Here are a few reactions from people at the brand launch - overwhelmingly positive and receptive to where the new positioning can take Parnell:

"I love it. It's gorgeous. We need the colour right now. Very well done." - Cheryl Whiting, Barfoot & Thompson

"When you put it up against all the other brands, it just sticks out. The '80s were very very good! I immediately thought of that song, "Groove is in the heart" and wanted to get up and dance!" - Barry Brown, Westpac Parnell

"Tui billboards, eat your heart out!" - Beth O'Loughlin, Black & Bling

"I think it's shit hot!" - Roger Honeybun, Bella Cassita

"I was totally blown away. I was expecting something staid and boring, but it's exciting and vibrant - just what Parnell needs."
- Helen Matthews, ANZ National Bank

"It's a good logo." - Peter Bromhead, Bromhead Design (not bad praise, coming from Peter!)

"I love "The Creative quarter". I love the 'quarter' part – it's very international." - Natalie Chan, Natalie Chan

"Parnell needs the kick up the arse that this is going to give it!"
- Raymond Henderson, Raymond Salon de Coiffure

"It has a lot of flair (or flares) about it." - Jenni Goulding, Parnell First

"Wonderful! Fantastic! Reigniting passion is what we're about."
- Dean Ornish, The Demo Room

"I can see "Hair", the musical, being performed down the main street, and all of Parnell breaking into song, in iridescent colour."
- John Bishop III, former chair of Parnell Mainstreet Inc.

New look Parnell website
A little work still to be done at www.parnell.net.nz.

As part of the brand makeover our website has a new look too, building on the brand elements and colour palette. There's a little more work to be done in reformatting information from the old site - especially in the listings of member businesses and services . But bear with us - all should be completed by next week!

Late Night Art, Parnell a big success
Galleries pleased with first night crowds

Parnell Inc. launched the first Late Night Art, Parnell last night - a regular event to be held on the second Thursday of each month.

Participating galleries were very pleased with the crowds that were drawn into Parnell for the evening, including many art appreciation and art-buyng groups.

Weather on the night was miraculously marvelous (after days of rain) and the street performers - Charles Dolbel playnig with fire outside Jonathan Grant Galleries, the very smooth Grant Chilcott crooning outside International Art Centre and The Margarita Club in The Courtyard between Aesthete and Sanderson galleries - helped to create a very cultured international ambience in the centre of Parnell.

The next Late Night Art, Parnell is on Thursday 13th August.

Have a great weekend - although my very reliable weather forecast site isn't forecasting the best of weather.

Debbie Harkness
Parnell Inc. Manager
259a Parnell Road
debbie@parnell.net.nz
p. 379 0606
f. 379 0953
m. 027 601 0641

About Parnell Mainstreet: If your business lies within Parnell Inc.'s boundary area (Parnell Road & Rise, and some adjacent side streets) you are automatically a member of Parnell Mainstreet and paying 1.54% of your general rate towards this organisation. See here for more information on Parnell Inc.

Vision: Through its three-year strategic plan, Parnell Mainstreet is working to achieve the following vision:
...Parnell is marketed effectively as a thriving retail and hospitality centre and is the preferred central city location for up-and-coming businesses.
... Parnell's owner operated stores, its galleries and restaurants are renowned for providing a high-quality and unique experience in a setting that maintains an authentic charm. They consistently attract local and overseas visitors back to Parnell, time after time. For other businesses, the vibrant yet relaxed village atmosphere, together with transport convenience and access to a full range of professional services, makes Parnell an ideal central city location.
...Parnell is an exciting place to visit and satisfies the curiosity and intrigue of its visitors with elements of delight and surprise.

Committee: Parnell Inc.'s activities are determined by a committee of members. Any of them would be happy to talk with you, tell you more about the area and hear your comments or suggestions. Our committee is:

Cyril Dominikovich
Sarah Hutchings
Carrick Graham
Sherryn Mehta
Shona Loxton
Rory MacDonald (Chair)
Athol McQuilkan
Sue Wyness

Parnell Inc. member services: Graffiti Removal . Weekly email newsletter . Wednesday Night Security Patrol . Monthly B2B Buzzes . Shoplifter Text Alerts . Speed Dating for Businesses .
Parnell Inc. provides these ongoing services for members. To learn more go here or contact Parnell Inc. for further information: info@parnell.net.nz or phone 379 0606.

This email is sent to you by Parnell Inc, Parnell's business association, because you are either a member of Parnell Inc., or you have an interest in the organisation or the area. If you do not wish to receive these occasional communications, please unsubscribe here. To subscribe to this email newsletter, send an email from your email address here

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Parnell has a brand new look! Welcome to Parnell, "The Creative Quarter"

Parnell has a brand new look!
Welcome to Parnell, "The Creative Quarter"