Affordable zone one living. Property marketing and branding. Brief / Challenge Marketing a landmark development with a prime location in Central London between the Square Mile and the City fringe. One Commercial Street is a landmark development nearly eighty metres in height, it forms a dramatic pivotal point for the street scene below and will benefit from the ongoing regeneration of the Aldgate area; a dynamic and vibrant location in which to live, work and relax. Network Living approached Medicine Man to help brand and position the 21 Shared Ownership apartments within the development. As with any mix tenure project, the challenge was to create a brand identity that complimented the main One Commercial Street brand but also one that provided enough stand out to ensure the difference in purchasing was clear to potential buyers The zone 1 location meant that property prices were above average. How could we convince buyers that this is was the perfect place for them? Aim of the Project Create a campaign selling a lifestyle that resonates with potential purchasers delivered through all marketing material from brochure through to web. Client: Network Homes Services: Design Sector: Home builders Approach Creating a brand aligned to buyers aspirations. It all starts with a name. Because of the location, we wanted to give gravitas to the brand with a strong identity. After much deliberation (as always with naming conventions!) we collectively decided upon ‘Aspire’ meaning Long, aim, or seek ambitiously; especially for something great. The logo itself took a very typographic approach, playing on the elegance and simplicity of the type. The colour palette was based around white and gold and supported by simple clean lines and classic fonts, further cementing the tasteful, refined direction. We relayed the creative across the marketing collateral including site signage, brochures, microsite and advertising campaigns. Photography played a big part in bringing the vision to life. We carried out both local area and interior shoots to capture the essence and spirit of the surroundings and the development. The design approach was contemporary and spacious, clean images alongside simple text to let the pictures do the talking and show buyers exactly why they wanted to live at Aspire Results The launch of the scheme was hailed a great success Huge interest was generated through the online website and appointments via the marketing suit opening. The identity confidently represented the vision of the scheme and sold the qualities aligned to the buyer’s aspirations.