We facilitated a workshop with the client team, agents and architects to establish a brand strategy for the development. The resulting core proposition of ‘Bringing the outside in’ focused on the roof gardens as its unique selling point.
Our recommendations were:
• Champion the roof gardens. The building has an amazing USP therefore use it to distinguish from competitors.
• Create an appropriately colourful visual identity to ensure that the campaign stands out from a neighbouring development that used black and white.
• Use the distinctive stepping of the building as an ownable graphic device.
Our concept centred on combining office and garden elements, which enabled us to illustrate a series of key messages in this way.
We produced a website, pre-let brochure, sales brochure, app, film, hoardings, html mailers, promotional items and marketing suite graphics. The app was used by the commercial agents on their tablets and features 360 degree virtual CGIs, plans, photos and the film. We also commissioned a bespoke 10ft high angle poise lamp to sit on top of the marketing suite as a ‘local landmark’.