Takapuna’s business community is entering a new chapter, with a fresh identity and new leadership for the local business association, which represents more than 600 companies and 300 commercial properties in Takapuna.
The former Takapuna Beach Business Association has officially become the Takapuna Business Association Incorporated, with a new public-facing brand, Takapuna Business, designed to better reflect the town centre’s evolving identity and ambitions.
The new name and branding were unveiled to members at the Association’s annual general meeting on 7 October, where long-serving Association board member and commercial property specialist Janet Marshall JP was also elected chair.
The rebrand is the first major initiative under the Association’s Strategic Plan for 2026–2031, approved by members last year, and will be rolled out over the coming weeks across Takapuna Business’ website, social media, events, marketing and signage.
Chief executive Terence Harpur said dropping ‘Beach’ from the name was a deliberate decision. “Takapuna is so much more than the beach. Our support and promotion extend to the whole of Takapuna and the new name reflects the full breadth of who we represent.”
The new brand is built first and foremost to promote Takapuna as a destination, he said. “Most people who see our brand aren’t our members. They’re shoppers, diners, workers and families deciding where to spend their day. So we’ve put Takapuna front and centre, because the place is what we’re selling.”
In the logo, ‘Takapuna’ leads in bold type, with ‘Business’ set smaller beneath it. The second word was chosen for its double meaning, said Harpur. “It says who we are, the businesses of Takapuna, and it says what we do, because Takapuna is our business – it’s what we promote, protect and champion every day.”
The logo is underlined by a single line that traces the outline of Rangitoto, which also resembles a heartbeat, he said. “Rangitoto is the view everyone here knows. It anchors us in our place, while the pulse reflects a centre that’s alive, full of energy and on the rise.”
Experienced local leader takes the helm
The newly elected chair of the Takapuna Business Association, Janet Marshall, said the refreshed identity comes at an important time for Takapuna, with continued public and private investment in the town centre.
“Takapuna is attracting real investment and increasing visitors. This brand gives us a modern, confident identity to match where the town centre is heading and I’m proud to be leading the board into this next chapter.”
A director of Colliers North Shore, Janet Marshall has more than 20 years’ experience in commercial property sales and leasing and was recognised with a Property Council Award in 2019. A highly respected figure in the local business community, with a long-standing passion for Takapuna and the wider North Shore, she has served on the Takapuna Business Association’s board since 2018, most recently as deputy chair. She is also an executive committee member of Business North Harbour, a business mentor and a justice of the peace.
“I’ve worked on the North Shore for many years and Takapuna has always been special to me,” she said. “It’s a place people love to live, work and visit and I’m passionate about helping our businesses thrive.”
She succeeds Alex Bicheno, a partner at Mortimer & Hirst, who remains on the board as deputy chair. Thanking him for his leadership, Marshall said, “Alex has steered the Association through a challenging economic period with strong governance and a clear strategy. I’m delighted he’s continuing as deputy chair and I look forward to working alongside him.”
For more information, please contact: Terence Harpur, chief executive, Takapuna Business Association, 021 1873715 or Terence@Takapunabeach.org.nz