Re-energising a popular market town opportunity.
Durkan, an independent developer, explained of a struggling site in the historic market town of Aylesbury, where sales were poor and interest was low. The site needed some attention and a new focus in order to reach and connect with its intended audience.
In order to propose a concept, the first challenge was to work out what was currently missing. For a range of apartments that appealed to first time buyers and commuters there had been no sense of fun in the original identity. There was also nothing to promote the town they would be living in. A lifestyle driven campaign was to be the focus for the new idea.
Involvement: brand identity, campaign strategy, brochure, advertising, emails, signage.
A series of callouts combined with local area photography help to promote key attractions and local amenities.
Bold call outs can be alternated across materials for emotive messaging that is distinctive to the brand.
A set of supportive icons aim to illustrate the key USPs - to be used across targeted marketing channels.
Agency: GQ Design.