New Work: Only at the Village

If you've spent any time in Tauranga, you’ve probably heard of The Historic Village on 17th Avenue. It's been a local fixture for years, steadily growing in both the number of buildings and the diverse boutique businesses that call it home. What many don’t realise is that The Village has evolved into a vibrant hub for creative industries, marketing initiatives, and community projects—well beyond what the average visitor might expect.

The Challenge

Over the years, The Historic Village Tauranga (THV) has become a thriving centre for arts, events, festivals, retail, and community initiatives. It’s a dynamic, creative melting pot offering a unique experience you won’t find anywhere else in Tauranga. Yet, many locals still perceive The Village as a "living museum," rather than the creative and commercial hub it truly is.

The current brand doesn’t fully capture this transformation, and that’s where a fresh marketing campaign comes in. Instead of jumping straight to a full rebrand, Tauranga City Council approached me with a clear objective: shift public perception and highlight the vibrant, forward-thinking community that thrives at The Village today.

Creative Direction

To develop a creative marketing solution, I started by considering what The Village is up against. With Tauriko’s Lakes and Mount Maunganui’s Bayfair mall dominating the commercial scene, we’re dealing with stiff competition in the form of national retail brands, chain food outlets, and convenient parking. These offerings are appealing, but they’re also predictable—something The Historic Village Tauranga will never compete on.

The Village offers something entirely different. Strolling through its walkable streets, surrounded by galleries, boutique shops, and heritage buildings, there’s an undeniable charm. The experience is personal, curated, and quirky—an alternative to the cookie-cutter mall experience. Each tenant brings something unique to The Village, creating a destination where the unexpected thrives.

The Solution

The campaign I created for The Village centres on the idea of its 'villagers.' Through a series of stories, we showcase the distinct personalities and offerings of the businesses that make up this eclectic community. The campaign doesn't try to compete with the likes of Bayfair—instead, it celebrates the uniqueness of The Village Tauranga.

Using bold, hand-illustrated headlines with a twist, paired with fish-eye lens photography, the campaign immediately captures attention. It delivers a vibrant, fun aesthetic that communicates the distinctive charm of The Historic Village Tauranga. It stands out from anything else in the market and sets the stage for positioning The Village as a destination for those seeking an experience, not just a transaction.