Client
L&Q
Project
Full scope property marketing campaign
L&Q engaged us to reposition an ageing riverside estate in North Greenwich as a desirable new address. The brief was to create a complete brand identity and marketing campaign for a multi-phase riverside regeneration, beginning with 69 private sale homes overlooking the Thames.
Creative Approach
Our strategy combined strong visuals, lifestyle-led messaging, and targeted copy to attract both local buyers and investors. We proposed new naming options to help modernise perceptions, but existing residents chose to retain the original name. This prompted us to launch the brand with a welcoming message that honoured the estate’s heritage whilst signalling its transformation: “Welcome Home.”
The identity focused on the five distinctive towers now overlooking the Thames, each with unique heights and views. We captured this in a clean logotype silhouette, inspired by the riverfront skyline as seen from The O2, reflecting modern, luxurious riverside living.
The brand was formalised in comprehensive guidelines used by partner agencies to ensure consistency across all touchpoints. Premium materials reinforced the development’s prestige and prime Thames location, including a brochure finished in rich navy with gold foil detailing.
Our scope included:
- Strategic exploration and brand positioning
- Complete brand identity and visual system
- Brand guidelines for partner agencies
- Premium sales brochure with navy stock and gold foil detailing
- Marketing suite graphics and branded materials
- Show home photography and lifestyle photoshoot with models
- Site hoarding with LED lighting and laser-cut logos
- Exterior banners visible from the Thames
- Digital advertising campaign and HTML email campaigns
- Print advertising and promotional materials
- Branded merchandise and collateral
- Residents’ manual and welcome pack
- Price lists and sales materials
- Adwalker graphic backpacks and leaflet distribution campaign
Outcome
The rebrand successfully repositioned New Union Wharf as a premium riverside destination, establishing a cohesive visual identity that elevated perceptions of the estate whilst respecting its existing community and heritage.
