Lymington Mews

A vibrant community

Brief

A vibrant community.

Lymington Mews is development by Lovell Homes located in Chadwell Heath, an area in East London undergoing huge regeneration. Over a 2 phased masterplan, the scheme is creating 417 much needed new homes for Londoners, and along with the imminent arrival of Crossrail, will help give the area a little boost.

We are asked by Lovell Homes to help position, brand and market the properties. The challenge? How do we bring the development to life through the phased development plan that will reassure potential buyers that this is the perfect community to call home?

Aim of the Project

Create a story and brand that sells a lifestyle that resonates with potential purchasers and encourages them to buy a new-build property off-plan.

Client: Lovell Homes
Services: Branding, Digital, Activation
Sector Construction

Approach

A new brand for a new community

Local area research

As with any large new-build project, creating a synergy with the development and the local community is key. We immersed ourselves in the surrounding area, speaking to residents and businesses to gain a better understanding of the neighbourhood. We combined insight and local area knowledge alongside Lovell’s brand values to position and create a new-build brand to appeal to a range of target audiences.

As the area is in the process of gentrification, our strategy was based around ‘Aspirational and Attainable’ and was positioned as style without the pretension, stand out without the quirk and quality without an excessive premium. We set out to create a brand that portrayed this but also gave the feeling of inclusiveness and openness; an invitation to be part of something coming together.

Branding

We used energetic colours and dynamic interlocking hexagonal shapes to denote the vibrant and inclusive community being developed. The friendly yet professional tone of voice worked alongside to give the buyers confidence in the scheme.

Marketing

The strategic marketing plan and supporting collateral covered the complete spectrum from CGIs, signage, brochure and advertising, to sales and marketing suite graphics. The brochure included a 6 page roll fold to display the site plan, allowing easier navigation from the plot to the floorplan and help improve the purchaser’s experience.

Results

Phase 1b sold entirely off-plan within 2 months of launch
Phase 1b (area 16) sold within 5 weeks of launch
Phase 2 exceeding expectations