Smales Farm is a family-owned precinct on Auckland’s North Shore with a rich history dating back to the late 1920s. For generations, the Smale family has been at the forefront of property development, and this particular site has evolved through various uses- most recently as what was known as an ‘office park’. However, with the workplace landscape shifting dramatically in recent years to a much more flexible structure, it was time to rethink how the space was used and communicated.

Engaged by Special, I developed a strategy to reposition Smales Farm for a modern market. At its core was a powerful idea that bridged its past and future: growth.

Research consistently shows that a healthy workplace boosts productivity and enhances talent retention. From the outset, the Smale family was committed to creating a sustainable, open and engaging environment - one that fostered well-being as much as business success. Our strategy honed in on these values, highlighting the ways Smales Farm was uniquely positioned to support growth - not just economic, but personal, professional and environmental.

A key part of this repositioning was the naming, branding and communications strategy for the B:HIVE, a state-of-the-art, fit-for-purpose office building. The brand rollout spanned signage, wayfinding, web and print communications. To support its launch, I developed multiple presentations showcasing the B:HIVE’s innovative design and workplace benefits - efforts that proved successful when Vodafone chose to relocate from the city to Smales Farm.

Design: Special
Client: Smales Farm