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Mount Anvil + Fabrica – Keybridge

Mount Anvil + Fabrica – Keybridge

The Client

Keybridge is a joint venture between Mount Anvil and FABRICA.

The Project

Keybridge is located in the Vauxhall / Nine Elms area and is a standout new development. It comprises of the 8 storey Keybridge House, and Keybridge Lofts, which at 36 storeys is the UK’s tallest residential brick tower.

In total, Keybridge offers 415 new homes from studio to three bedrooms, as well as 3,500 sq m of new commercial retail space.

Mount Anvil and FABRICA approached us to create the marketing collateral for the entire scheme. From naming, and graphic identity to a marketing film, and their UK and overseas marketing suites.


The Approach

We were pleased when Mount Anvil invited us to work with them, as they are an award winning and innovative developer. This unique scheme is testament to that.

Following a successful brand positioning workshop with the client, agents, architects and interior designers to understand what they were looking to achieve. Our vision was to create a distinctive, unique campaign to promote this reinvented classic building in a considered manner.

Our recommendation was to position Keybridge as an aspirational and desirable brand. This red brick tower provides an alternative choice, evoking romance and elegance in contrast to the surrounding glass and steel developments.

Art Direction

Creative Execution

We brought the heritage and uniqueness of brick to life through a warm and emotive visual tone. This look and feel flowed through all touch-points i.e for the art direction, we chose to lead with a flame-haired model to reflect  this unique building. This continued through to textured paper stocks, fabric spines and foils on the brochure.

Given our passion and expertise in the luxury lifestyle sector, we see film as a powerful multi-sensory way to evoke a memorable and emotive connection with a brand. We directed the Keybridge spirit film which follows a professional young couple meeting on their journey home from work. Our film treatment with its dream-like transitions, slow motion and contemporary soundtrack, portrayed the aspirational lifestyle in tune with the developers target audience.



  • Brand Workshop
  • Brand Identity and naming
  • Art Direction – film and photography
  • Ad campaign (UK and international)
  • Scheme hoarding
  • Launch materials
  • Digital experience
  • Marketing suite
  • Brochure
  • Stationery
    ‘Where heritage reaches new heights’ Client Testimonial Working with Egelnick & Webb has been an enjoyable exercise in looking at brand in a refreshingly holistic fashion. Their commitment to our brand was unfaltering, and resulted in a wonderfully cohesive body of work that communicates the values we set out at the beginning of the project. They made sure we never deviated from the original concept - the mark of an agency with a strong vision and the ability to deliver consistently. They truly are connoisseurs of aesthetic communication.

    Half of the apartments (over 100) sold within a month of launch
    Yvette Costi Head of Marketing - Mount Anvil
    Mount Anvil
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    HUB - Printed Material Campaign

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