Master planning of future signage opportunities for high value, large scale property development in Johannesburg.
Location: Johannesburg, South Africa
Client: Heartland Properties
Project Value: R220 000
Second Harvest was engaged by Heartland Properties to develop an outdoor advertising signage master plan for their largely undeveloped Modderfontein property in Johannesburg, South Africa. This prime property covers over 4000 hectares and is strategically located on main routes to OR Tambo International Airport, central Johannesburg, the East Rand and Pretoria.
Future plans for the property include the construction of major roads, a town centre, residential and commercial property, private Gautrain station, golf course and nature reserve. Given the severely cluttered nature of the broader Johannesburg signage market, the visual quality of the property and their sustainable development principles – Heartland chose to follow a planned and managed approach to signage with the intention of reinforcing its position as a premium real estate opportunity and financing public utility and benefit projects such as the nature reserve.
Engaged services on this project included a comprehensive status quo analysis, the development of an advertising signage strategy, policy and flexible framework for implementation to match the pace of development; the selection of appropriate sign types and locations for integration with the environment; and development of operational guidelines. A detailed economic study and benchmarking of the Johannesburg signage market was also conducted to inform Second Harvest’s recommendations.
