Uptown Texture LogoUptown Street PostersUptown Texture LogoUptown Texture LogoUptown websiteUptown Brand Assets

The Uptown brand identity is the result of a 4 month design project initiated by the Eden Terrace Business Association and aided by submissions from Fuse to create Auckland’s 46th BID (Business Improvement District).

A BID programme is a partnership between local government and key stakeholders in the district. The programmes build on the distinctive character of an area and are premised on the understanding that place-based issues demand place-based responses. Projects include local promotion and marketing, events, business networking, advocacy, safety and security, cleanliness, signage and local amenity improvements.

The background research, establishment of the Uptown name, brand values and visual concepts have been the result of a collaborative effort, with the creative and administrative teams focusing on understanding the personality and character of the precinct, resulting in submissions and recommendations proposed to the BID committee.

The logo and brand identity solution from Fuse Creative was selected and approved by the committee and has been fully documented and distributed among local businesses and stakeholders. Fuse led the process of re-naming the precinct ‘Uptown’ and developing the ‘Up for it’ slogan that underpins the brand. This culminated in a successful launch of the Uptown identity by Auckland Mayor Len Brown and local business leaders.

The key elements of the identity programme are now available for the stakeholders of the Uptown precinct to experience, embrace and use to promote their businesses and the area. A website has been developed to showcase the precinct and local businesses are beginning to contribute and build a comprehensive and informative guide to Uptown.

Fuse Creative are continuing to work collaboratively with the Uptown BID team to help build momentum for the Uptown Business Association and explore ways of engaging the rest of Auckland with our brand.