Allsop’s Build To Rent scheme, located on the banks of the iconic River Mersey, was showing signs of running aground. They had scheduled interior renovation, so we were asked to renovate its branding at the same time and reinvigorate the appeal of The Keel.
A deep dive into its website, brochure and social channels, immediately outlined a need for consistency. The building’s broad audience of professionals, couples and young families had resulted in a sporadic brand. Our mission was to optimise their approach and define a brand that could exist holistically across touchpoints.
What We Did:
So, we developed a new identity to articulate The Keel’s peaceful setting, yet vibrant location, its rich history and inherent sense of stability. Its foundations were influenced by the development’s quayside environment and the organic feel of its proposed interior design. Natural emerald and navy tones coupled with textured copper offered a sense of equilibrium, which paired seamlessly with a new positioning statement, ‘Life, perfectly balanced’.
Just like a building, a brand needs strong foundations. And a logo is so often the cornerstone of brand equity. It’s for this reason that we decided to retain the strong icon that represented The Keel and stability it stands for. However, our new treatment of striking textured copper exuded luxury, but also harked back to an industrial quayside past.
We streamlined The Keel’s palette, using one anchoring colour for consistent quality as well as a selection of appropriate accents for flexible energy. Textures and patterns, brought to life with detailed gold trim, are reminiscent of both the ocean and forest, whilst one clean and sophisticated typeface cuts through with clarity.
As well as how The Keel presented itself, we had to align the way it spoke as well. Telling a cohesive story in a consistent tone is key to bolstering a brand and convincing a target audience. Across all touchpoints our tone of voice was informed by our vision; natural, welcoming, and inspired by an iconic past.
Setting sail online
The foundations we built, vision we developed and voice we created all came together on a brand-new website. The Keel’s reinvigorated identity was clear and coherent across each page, detailing a perfectly balanced consumer journey to match its now perfectly balanced brand.
"THIS ICONIC BUILDING NEEDED BRANDING TO MATCH & OUR DESIGN BROUGHT IT TO LIFE"
Josh Scott, Senior Designer, TCC
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