We were commissioned to create a brand, branding, and marketing strategy for a new development – a collection of 19 apartments, 3 penthouses, and 5 townhouses in the former home of BBC London in Marylebone.
With the entire development valued in excess of £150 million, it was therefore vital that our work projected as much of a premium, luxury identity as the properties themselves.
To inspire attention and connection from high net worth individuals, we developed an identity fully steeped in the material trappings of luxury. Using minimalist black and gold based colour pallets and exclusive materials, we created a sense of opulence at every possible touchpoint. Even going so far as to produce specially engraved limited edition leather-clad iPads to house digital collateral, a restricted access website and a bespoke hoarding hand made using marine grade timber, brass lettering and topped off with box hedging. We also produced a full building wrap with an artistic line drawing of the front elevation which has certainly had heads turning on Marylebone High Street.
To emphasise the exclusivity and high pedigree of the W1, we produced a limited number of deluxe leather-bound “coffee table” style art books to showcase the development.
These books – targeted to the ultra-HNW and professional investor demographic – take the place of ordinary brochures for the collection.