Olive Estate

Olive Estate Brand Refresh and Website Rebuild

Overview

Fifteen years after we first created Olive Estate’s brand, the team returned to Downing for a complete refresh — one that reflected how far they’d come. Still proudly independent and family-owned, Olive Estate Lifestyle Village has grown into a thriving, close-knit community, defined by genuine care, contemporary living, and a deep connection to the Nelson Tasman region.
Our goal was to evolve the brand from promoting homes to celebrating a way of life — a premium lifestyle built on community, freedom, and belonging. Through strategic storytelling, refreshed design, and art-directed photography, we created a brand that truly captures the heart of Olive Estate today.

Before working with Downing, our marketing messages lacked consistency and our website no longer reflected the premium brand Olive Estate had become. It still largely spoke to our early days as a greenfield development, with information added in a piecemeal way over time. We were fortunate to have worked with Downing from the beginning of our development, so they understood both our original messaging and the heart of our story. They were able to bring all the pieces together and transform them into a beautiful, cohesive brand story — one that literally had me in tears when they presented it.

– Kristen Nimmo, Managing Director at Olive Estate

Downing truly understood who we are, what we value, and what makes Olive Estate special. From there, they were able to create a consistent message across all of our marketing mediums, including a website that now better reflects the quality of our offering. Since then, we have seen increased enquiry through the website and a much stronger, more unified brand presence. I would have no hesitation in recommending Downing to any business wanting to strengthen its brand, clarify its message, and tell its story in a way that feels authentic, professional, and deeply connected to its values.

– Kristen Nimmo, Managing Director at Olive Estate

The Challenge

When Olive Estate first approached us, their original branding had served them well for over a decade, but the village had evolved, and so had its residents. The existing identity no longer reflected the quality of life, architectural design, or the strong sense of belonging that defines Olive Estate today. We were asked to modernise the brand without losing its authenticity or approachability. The new direction needed to feel premium yet personal — to show potential residents not just where they could live, but how they could live.

The Strategy

We began by revisiting the heart of Olive Estate: its people, its values, and its sense of place. Our strategy focused on shifting the narrative from product to lifestyle — highlighting three core pillars that define life at Olive Estate.

Community: a village where everyone is known by name and care comes naturally.
Space: architecturally designed surroundings that offer freedom and ease.
Region: a strong connection to Nelson Tasman, where familiarity and beauty meet.

To bring these stories to life, we developed a refreshed brand story and identity system, supported by a new tone of voice and messaging framework. A key component of the strategy was art direction for a bespoke photoshoot, designed to visually express the warmth, connection, and contemporary lifestyle at the heart of the Olive Estate experience.

The Creative Solution

Our creative solution combined words, design, and imagery to tell one cohesive story — authentic, human, and deeply rooted in place. 

Brand Identity and Storytelling: the refreshed identity introduced a softer, more sophisticated colour palette, refined typography, and messaging that celebrates community and belonging.
Photography and Art Direction: we led art direction for a custom photoshoot capturing real moments of connection within the village: residents sharing time together, tranquil spaces, and scenic views of Nelson Tasman. These images became the visual backbone of the campaign, bringing the brand’s emotional and lifestyle cues to life across print and digital.
Website Rebuild and Print Campaigns: the website was completely rebuilt to prioritise lifestyle storytelling and usability, complemented by a suite of print adverts that extended the refreshed tone and imagery. Together, these touchpoints created a seamless brand experience, one that feels both premium and personal.