Client
Newlon Living
Project
Brand Identity & Site Hoarding
Oracle Creative was commissioned by Newlon Living to create the brand identity and site hoarding for Textile, a collection of 72 shared ownership apartments forming part of the larger Patchworks development on Forest Road in Walthamstow, E17.
Brief
Newlon Living needed a brand identity for their Section 106 allocation within Vistry’s Patchworks development on the former Homebase site. The challenge was to create a name and identity that would complement Vistry’s Patchworks brand whilst establishing a distinct presence for Newlon’s 72 apartments. The name needed to resonate with Walthamstow’s rich cultural heritage whilst appealing to first-time buyers seeking shared ownership homes in East London.
Creative Approach
We developed the name ‘Textile’ to reflect Walthamstow’s heritage whilst creating a natural connection to the main Patchworks development. The name echoes both the craftsmanship implied by Patchworks and honours William Morris, the Victorian textile designer whose former home (now the William Morris Gallery) sits just down the road. It’s a fitting identity for a neighbourhood where history and innovation sit comfortably together.
The hoarding design brings Morris’s philosophy to life through carefully selected quotes that speak directly to homebuyers: “Have nothing in your houses that you do not know to be useful or believe to be beautiful” and “Not one strand are all life’s jewels strung.” These words from Morris himself reinforce the development’s connection to Walthamstow’s creative heritage whilst articulating timeless principles of thoughtful homemaking. The design combines bold typographic treatment of the Textile name with pattern and colour inspired by Morris’s textile design legacy, creating site presence that celebrates local heritage whilst promoting the development.
Scope
- Brand naming strategy
- Complete brand identity development
- Site hoarding design incorporating William Morris quotes and pattern references
- Editorial copywriting celebrating Walthamstow’s heritage
- Integration with Newlon Living brand standards
- Full suite of marketing materials in development for 2027/2028 launch
Outcome
The Textile brand establishes a distinctive identity within the larger Patchworks development, successfully positioning Newlon’s apartments as part of Walthamstow’s rich cultural tapestry. The William Morris connection provides an authentic heritage narrative that resonates with buyers attracted to the area’s creative character and independent spirit. The site hoarding now establishes strong presence ahead of the full marketing campaign, celebrating the local area that first-time buyers can call home from 2027 onwards.
