How property marketing is evolving
Traditionally, marketing for new property builds entails producing some shiny brochures and a logo, however as the market becomes more competitive, developers are starting to understand the need for a deeper strategy. Rachael Steven, writing for Creative Review, states:
“Property hasn’t traditionally been a sector known for its creative approach to branding. But as cities from Manchester to London undergo rapid generation, it seems developers are investing in systems that are playful, distinctive and aim to engage local residents as much as potential buyers and investors.”
This evolution of property marketing has seen some exciting brand work for new residential and commercial developments. Rather than prioritising aesthetics, agencies are starting to investigate how a development’s identity can be instrumental in a community’s perception and engagement with the new area. It is important to remain sensitive to the anxieties of the surrounding communities and for agencies to ask questions such as:
- Who is the target audience and what do they care about?
- Is it commercial or residential? Or both?
- What is the competition?
- How should the development be positioned in the market?
- What is different about the development?
- What will motivate the target audience to buy/let?
- How can we build on what’s good and improve on what isn’t?
One of our favourite examples is Jack Renwick Studio’s identity for Carpenters Wharf – a new residential development in Hackney Wick. The main inspiration for this branding was the area’s industrial heritage and creative community. “After researching the local area, we discovered that for 50 years the site was home to a luxury furniture maker, A. Younger, who shipped timber down the canals to use in their designs,” says Tom Rogers – Design Director. “This was the inspiration for the name and visual identity.”
This visual identity extends well beyond a simple logo design, as the studio developed an extensive graphic system based around the end-grain of wood blocks found in timber yards. Further incorporating the site’s heritage, the typeface GT Pressura is used, which is inspired by the lettering stamped on shipping crates that once passed down the canal. The studio also created a launch brochure, signage, window installations, event materials and a website, ensuring brand consistency across all.
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