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New Branding Strategy for Waterfall

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New Branding Strategy for Waterfall ISSUE 2 2018 NEW BRANDING STRATEGY FOR Waterfall GOING NORTH DELOITTE’S AFRIKANO HOME: IN KRUGER PARK NEW AFRICA WATERFALL’S NEW HEADQUARTERS DÉCOR DESTINATION CONTENTS ESTATE NEWS HOME FRONT LIFESTYLE WELCOME MESSAGE FROM WATERFALL 2 WATERFALL HOME SERVICE CORPORATE SHUTTLE: PROVIDERS AND CLASSIFIEDS 47 SAVE WITH GROUP TRAVELLING 24 WATERFALL’S EXCITING NEW BRANDING STRATEGY 4 STORAGE KING: CONVENIENT MOBILE SELFSTORAGE 27 HUMAN TRAFFICKING: MODERN DAY SLAVERY 7 TRAVEL ST PETER’S COLLEGE: THE CLASS OF 2017 34 DELOITTE’S ICONIC NEW AFRICA JAMES CLARKE: HEADQUARTERS 10 TWISTED WHISKERS: PET PERILS 38 GOING NORTH IN KRUGER PARK 30 UPCOMING EVENTS IN WATERFALL 12 RESTAURANT COMPETITION 44 TOP 10 TRAVEL DEALS 42 MALL OF AFRICA: BOOK REVIEWS 48 A GOURMAND’S PARADISE 16 NETCARE: YOUR NEWBORN BABY 19 AFRIKANO HOME: WATERFALL’S NEW DÉCOR DESTINATION 22 TRAFALGAR CONTACTS 46 Waterfall Magazine is published by EIA Publishing (Pty) Ltd on behalf of Waterfall and in association with the Waterfall Homeowners Association.The opinions expressed are not necessarily those of the Waterfall Homeowners Association, the Estate, the publisher, nor of the companies themselves EIA Publishing Offi ce: 011 327 4062 www.eiapublishing.co.za Publisher: Nico Maritz [email protected] Editor: Bev Hermanson 071 205 9502 [email protected] Marketing Manager: Martin Fourie 072 835 8405 [email protected] Advertising sales: Jeff Malan 079 369 9121 jeff [email protected] Assistant Editor & Production Co-ordination: Nicole Hermanson [email protected] Design: Diane van Noort [email protected] ()Pty Ltd Waterfall Issue 2 2018 1 Waterfall News We do more A message from WATERFALL than sell houses, we turn your Welcome to the new-look Waterfall magazine! home into a In light of Waterfall recently furnishings, sourced directly from being named the world’s Best dedicated suppliers in Italy, China Mixed-use Development by the and Malaysia – as well as a select International Property Awards range of locally designed pieces. bestseller association, we decided it was time for a brand refresh. This is Soon you will be seeing street pole the perfect opportunity for all advertisements, sponsored by Ad stakeholders to work towards Outpost, promoting the work of strengthening the Waterfall brand the National Freedom Network, by using a single logo - hence the an organisation that works to new masthead of our magazine raise awareness about, and help this month. You can read all eradicate, the terrifying practice of about Waterfall’s exciting new human trafficking. An astonishing branding strategy in this issue. 27-million people are being held as modern-day slaves around At Waterfall, the only constant the globe, although we hear very is change, and we will be seeing little about this hidden crime. a number of improvements this The NFN does important work to year to both the landscape and coordinate and drive efforts to amenities – where one of the most rescue the victims and catch the noticeable will be the progress 2 000 cars. You can find out more human traffickers, but it needs being made on the iconic new about this prestigious project in this your help. Do read the article and headquarters for Deloitte Africa. month’s edition of the magazine. if you see something suspicious, The development is a joint venture report it on 0800 222 777. between Atterbury Property and Residents and visitors to Waterfall Attacq, that started work on this will soon be able to enjoy a number Our regular article from Netcare development last November, of new shops and restaurants that this month looks at the constantly with a target completion date of are opening on the Estate. In fact, relevant subject of newborn the first quarter of 2020. When Mall of Africa is also welcoming babies and how to look after it’s complete, the ultra-modern a few new tenants, to increase its them. February is Pregnancy building will consolidate Deloitte’s diversity and appeal, including the Awareness Month, so if you have current Woodmead and Pretoria stylish, exotic and authentic Turkish a child on the way or plan to start offices, including a total of 3 700 restaurant: The Mad Nomad. a family in the near future, this staff into this one new location. article by Dr. Preoshni Moonsamy, This month, we introduce Afrikano Paediatrician at Netcare Waterfall Overall, the building will have Home - an all-new South African City Hospital, is essential reading. capacity for close to 5 000 people in home décor brand that has opened its six storeys of office space and will its flagship store in Waterfall Wilds. Kind regards be well served by four basement Afrikano Home specialises in imported, Willie Vos, Fine & Country Midrand parking levels, accommodating exclusive high-end furniture and CEO of Waterfall Elizabeth McKenzie | Tanya Mohr | Susan Jonker +27 (0)11 468 1335 [email protected] 2 Waterfall Issue 2 2018 We do more than sell houses, we turn your home into a bestseller Fine & Country Midrand Elizabeth McKenzie | Tanya Mohr | Susan Jonker +27 (0)11 468 1335 [email protected] Waterfall News NEW YEAR, NEW LOOK! Waterfall’s exciting new branding strategy TM Out with the old... And in with the new! n light of Waterfall recently being This logo may look familiar to you, since • Branding of building named the world’s best mixed-use you might have seen it at the entrance signage and gatehouses to development, we decided it was to Waterfall City and in other locations commercial developments; Itime for all stakeholders to present across the development. However, it • Branding of uniforms for a united front and strengthen the has recently undergone a few minor management, security guards, brand by using a single logo to market adjustments in order to make it maintenance and landscaping the Waterfall development. This will more user-friendly, while the colour personnel of residential estates ensure a uniform approach from an and font have also been changed to and developments, commercial advertising and marketing point of update the logo and make it bolder. and retail developments; view, which we believe will benefit • Branding of uniforms and the brand immensely in the long run. Logo Usage merchandise of all current Waterfall Therefore, Waterfall Management This logo will be used for marketing, Clubs and those that may be formed Company, Attacq, Century Property communications, external signage under the Waterfall name in the future; Developments and Balwin Properties etc. and will be rolled out over the • Waterfall event branding; all agreed to use the same logo going next few months across the entire • Branding of landscaping and security forward, when promoting Waterfall. development for the following purposes: vehicles, and any other vehicles, as may be required in the future; • Wayfinding signs and directional road signs, flags, maps, brochures, etc. Naming Conventions Formalising Naming Conventions also forms part of this new branding strategy. The following was agreed by all parties: • The development, as a whole, will henceforth be known as Waterfall, with the aim to eventually establish it as a suburb in its own right. • The entire western side of the development (west of the N1 highway), including the Central Business District around Mall of Africa, Netcare and Maxwell Office Park, will be referred to as Waterfall City. • The eastern side of the development 4 Waterfall Issue 2 2018 (east of the N1 highway) will be logo may, in future, be used as a shade of the Waterfall logo, above. This known as Waterfall East, but this will brand mnemonic to denote the updated ‘W’ logo will remain the brand be for directional signage purposes Waterfall brand without the use of Identity for all companies related to the only. This side of the development text. Possible uses may include subtle landowners. These include Waterfall features the Waterfall Logistics branding of merchandise, street Management Company, Waterfall Precinct and Distribution Campus, as furniture, decorative lighting etc. Investment Company, Waterfall well as the Kikuyu Waterfall residential Housing Company and Waterfall development, to name but a few. The ‘W’ logo Energy Company, to name but a few. • All residential estates and The ‘W’ logo and ‘WATERFALL’ font type developments will retain their which most of you would recognise as We look forward to rolling out this existing names and logos. However, the former masthead of the Waterfall new branding strategy in the coming all Century developments will be magazine, has also been updated, with months and building Waterfall into the referred to as estates (eg. Waterfall a new font and the same dark blue world-class brand it deserves to be. Equestrian Estate, Waterfall Country Estate, Waterfall Country Village Estate etc), while those built by Calgro M3 and Balwin will be known simply as residential developments (e.g. Waterfall View development, Polofields Waterfall development and Kikuyu Waterfall development). Mnemonic Device Examples of brand mnemonics are Nike’s tick mark, the three stripes of Adidas, Twitter’s blue bird, McDonald’s golden arches, the Michelin Man etc. The four vertical lines in the Waterfall Waterfall Issue 2 2018 5 Out With The Old. In With The New. Whether you’re looking to close the door on a home you’re selling or hoping to open the door of your dream home in 2018, our agents are ready to help you ring in the changes for the year ahead. Pam Golding Properties and all our agents would like to wish you a prosperous and successful year ahead. Kim Dinham 084 499 6914 • [email protected] Midrand Office 011 702 2033 • pamgolding.co.za/midrand The hidden crime of human trafficking MODERN DAY SLAVERY Did you know that every 30 seconds* somebody becomes a a better life.
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