Property Development Marketing for Umhlanga Arch

Property development marketing and brand development

One of our favourite aspects of working with private investment marketing is being involved in the brand development of their portfolio companies. This is a case study of an inspiring multi-use property development, The Umhlanga Arch.

It exposes us to new industries and challenges. Additionally, it's an intense and rewarding growth period as investment portfolio companies need to bring a good return, swiftly.

Property development brand for The Umhlanga Arch

Durban has many iconic buildings, but being part of the development of a new silhouette to redefine the coastline was exceptionally exciting. A private investment company, Multiply Group, invited us to join them in developing one of their portfolio company brands, as the Arch took shape.

The initial project was the behind-the-scenes work used for investment fundraising and enlisting the support of key players. This took the form of pitch-deck-style presentations which were elevated with audio and video.

Once the project took hold, it was a fast growth period for this multi-use location which offers residential housing; retail space; a hotel; business suites and a large area dedicated to food and entertainment. All of this is housed in one location with a futuristic glass 'arch'.

Brand Strategy for a property development Umhlanga Arch
Property Development brochure design

Big Brand Planning

The property developers had established an initial concept that was well-marketed and provided a strong base for us to work with. However, this was focused on apartment sales and didn't look at the big picture of creating a brand. Executing a brand across a wide range of key touchpoints meant we needed to refine and redefine the supplied logo and strategise implementation across the board.

There were multiple channels of touchpoints to consider, so a one-size-fits-all approach wasn't ideal.  The communication had to speak to

  • Investors
  • Government and Municipal counsels
  • Property developers
  • Residential sales & owners
  • Retail, Restaurants and Entertainment
  • Hotel & Conference Centre

The scope of this property development brand development is more than can be covered in detail, but it was broken into several categories.

Brand Strategy and implementation

Brand implementation planning looks at the big picture of all key touchpoints of your brand. We look to see if there are any gaps to plug, in and who to assign responsibility to. Our approach is a practical one – we need to identify a weakness, devise a solution and implement it. If it can't be practically implemented then it's mostly likely the wrong solution.

This video is of one of the flowcharts we developed to identify the channels and brand touchpoints.

This is a continual process. When we manage a brand, we'll work with the marketing manager to cross-reference and realign accordingly.

Play Video

Multiple brands housed under one property development roof

As a multi-use development, the Umhlanga Arch required a great deal of initial brand work. This was then followed by additional brands which have their own identities under the same roof.

Investors communication

  • Pitch deck
  • Stakeholder communications
  • Investor update reports
  • Launch material
  • Moodboard
  • Exco presentations
  • Press Releases

Umhlanga Arch Development Company

  • Brand development
  • Brand guidelines
  • Brand strategy
  • Brochures
  • Corporate stationery
  • Covid-19 protocols
  • Emailers & training
  • Eventing collateral & promotions
  • Health and Safety Induction guides
  • Marketing strategy
  • Operational support
  • Screen graphics
  • Signage
  • Security visual collateral
  • Social media
  • Uniform branding
  • Website development & management

Legacy Yard Food Hall

  • Name & Identity
  • Visual identity
  • Investor and Stakeholder presentations
  • Sub-contractor branding (Back Yard and Wasabi)

The Pencil Executive Members Club

  • Brand development
  • Brand guidelines
  • Brochures
  • Corporate stationery
  • Club documentation
  • Events
  • Investor presentations
  • Launch collateral
  • Marketing packs
  • Membership documentation
  • Moodboards
  • Sales material

Umhlanga Arch Properties

  • Brand Guidelines
  • Brand development
  • Brochures
  • Corporate stationery
  • Owners communications & documentation
  • Owners handover pack
  • Private owners website & knowledge base
  • Project management
  • Sales material

Design and development of website and systems for updating muti-retailers information via CMS. The website was created with a customised events section and templates for easy implementation.

Website design & development

The Umhlanga Arch marketing team wanted a sophisticated website which was very image-focused to appeal to aspirational consumers who appreciated the finer things in life … from breathtaking sea-view apartments to dynamic office spaces and luxurious shopping and food.

Our theme was to build around experiences.

This custom-designed website was built with:

  • A CMS (content management system) for easy content updates
  • A retailer directory
  • allow their team to update events and retailer information with ease.

View an example of the website design here.


Entertainment venue branding

This development had several brands developed for it. One of which is Back Yard – a rooftop cocktail bar with some of the best views of the east coast of southern Africa.

Working with their founder, we developed a logo that is beachy and fun and aligned with the concept of a Tiki Bar.

We also designed the supporting signage, menus, social media and brand graphics.

"All I can say is WOW!!!! I love it!" – Back Yard founder

Food hall logo development

A central element of the Umhlanga Arch development is its food hall.

Our team researched the concept and came up with the name "Legacy Yard". It ties in with the central Yard area of the development and the desire of the investors to leave a legacy behind and a positive impact on the community and economy.

Once this was done, we designed the logo, corporate identity, signage, uniforms and full branding of the Legacy Yard Foodhall.

Property development design with Halo Media

View our other case studies