Client
Newlon Living
Project
Full scope property marketing campaign
Newlon Living commissioned Oracle Creative to develop a complete brand identity and marketing campaign for Millstream Tower, a landmark 22-storey residential development in Tottenham Hale, N17. The project marked a pivotal moment in the area’s transformation, serving as one of the first major developments delivered as part of the ambitious Heart of Hale masterplan, a £350 million regeneration programme by Related Argent creating over 1,000 new homes around a reimagined Station Square.
Brief
Tottenham Hale was undergoing significant change. With Newlon Living’s offices just two minutes away, the development needed a brand that could position 117 shared ownership and 11 private sale apartments as part of this emerging neighbourhood whilst appealing to first-time buyers seeking quality homes within easy reach of Central London. The challenge was to create an identity that felt contemporary and aspirational whilst reflecting the area’s growing community spirit.
Creative Approach
The hexagonal pattern at the heart of the brand identity drew initial inspiration from tiles selected for the entrance hall, but evolved into something more meaningful. We developed the hexagon as a symbol of community building, much like Manchester’s bee represents industry and collective endeavour. The geometric motif reflected both the tower’s modern architecture and the collaborative energy of a neighbourhood taking shape.
Working with a sophisticated palette of bronze and navy, we created a visual system that elevated the development beyond typical shared ownership marketing, positioning Millstream Tower as a contemporary lifestyle choice in one of London’s most connected regeneration zones.
Scope
- Brand identity and geometric pattern system
- Copywriting, tone of voice and editorial content
- Sales brochure, plans brochures, information sheets, home user guide and price lists (design and print production)
- Website design and development
- HTML email marketing campaigns
- Metro and First Time Buyer publications advertising campaign
- Website banner advertising and social media campaign design
- Site hoarding (design, production and installation)
- London-wide out of home advertising (Tube stations, bus shelters, marketing suite)
- Commercial unit window graphics and signage with QR codes
- Outdoor sales building banners
- Event management for sales launches and open days
- Show home photography, video and Matterport virtual tours
Outcome
With no traditional marketing suite, we transformed empty ground-floor retail units into advertising space using large-scale window graphics featuring QR codes. This approach generated 925 unique scans directing potential buyers to the development microsite, video content and Matterport virtual tours. The campaign successfully positioned Millstream Tower as a catalyst development within the broader Tottenham Hale regeneration, helping first-time buyers understand the opportunity to invest in an area undergoing major transformation with new transport links, Station Square’s planned retail and leisure facilities, and proximity to Walthamstow Wetlands.
