Project: Red Thread, brand design
Agency: 7 Group Advertising NZ
Client: AH
Creative Direction: Evan Matthews
Art Direction / Graphic Design: Jaime Callá
The Central Park project, developed during my time at 7 Group, focuses on repositioning the precinct through a cohesive and contemporary visual identity. The approach was grounded in creating a flexible brand system that could extend across multiple touchpoints, from large-scale environmental graphics to digital and print communications. A clear typographic hierarchy, confident use of colour, and modular layout structures were implemented to ensure consistency while allowing the identity to adapt to different formats and audiences.
The design rationale centred on transforming the perception of a traditional business park into a more dynamic, community-oriented destination. By integrating brand storytelling with wayfinding, campaign assets, and spatial graphics, the visual language strengthens recognition and enhances the on-site experience. The outcome is a unified graphic system that supports both marketing objectives and functional communication, reinforcing Central Park’s evolution into a modern, mixed-use environment.
