British Land is one of Europe’s largest publicly listed real estate companies. They have a long history of owning, managing, developing and financing high quality residential property assets in London with a focus on the higher end of the market.
British Land asked us to help them with creating a brand identity and all marketing materials, for Regent’s Place, a 13 acre mixed use estate in the West End of London. The challenge was to regenerate it into a vibrant, people-focused place to work and live.
The place-making strategy was ‘joining worlds’ — nowhere else in London do you find such a diverse range of occupiers, land uses and cultural facilities in such a relatively close area.
The brand identity and marketing of Regent’s Place therefore needed to be outward looking and show the estate’s connection to the community in which it sits. Equally it needed to create a sense of cohesion, between the different buildings of the estate and the tenants and residents that occupy them.
To visually convey the ‘joining worlds’ concept we created a brand identity that centred around a flexible suite of logos. Each had a consistent darker square to represent the estate and a palate of sophisticated, mature colours each representing a different building which then part-overlaps the grey box. This device not only supports the marketing of the estate and its two new buildings, but can be used for any building within the estate.
In addition to this, we wanted to reflect the ‘softening’ of the estate public realm that was taking place, through, amongst other things, the planting of over 180 trees. Therefore where appropriate, images of trees, plants and flowers found either within Regent’s Park or on the estate were given emphasis within all marketing elements.
- Brand Identity
- Tone of voice and visual language
- Pre and post completion campaigns
- Design & build of Websites
- Art Direction of Photography
- Full site signage
- Marketing Suites
- PR and Advertising
- Marketing Films
- Management Uniforms