LPC Living is a property development company specialising in urban regeneration. Based in the North West of England, LPC Living have built in excess of 1,300 homes across the region as well as building KIP hotel in Hackney.
We were asked to create a brand identity and marketing strategy for Fonthill Mews, an incredible collection of design-led homes and LPC Living’s first residential development in London. Set in a historic mews and former coach house, the development is a mix of heritage and contemporary styling, mixing natural materials with industrial elements – all of which needed to be reflected in the look and feel of the design and content created for the project.
The project was a brand new concept not only for the area but also for LPC who traditionally build affordable housing and regenerate underused town spaces. The quality of the build, design and finishes meant that LPC wanted to achieve much higher price points than are traditionally found in the neighbourhood the site is located in. They set us the objective of producing an identity and set of creative advertising assets that would not only position LPC as a premium bespoke property developer in the London market, but also to ensure that they achieved their desired price points.
We first devised the slogan ‘New York Loft meets London Mews’ as a reflection of the interior styling and architecture of the development. From here we chose a colour palette of steely greys to represent the contemporary and industrial aspects of the development, complimented with a shade similar to ‘British racing green’ to symbolise the heritage of the mews as well as the natural materials used in the build. The iconic ‘badge’ logo references London’s famous blue plaques that link people of the past with buildings of the present. A marbled pattern was incorporated into the design aesthetic inspired by the finishes used in the bespoke kitchens, which were a focal point of each new home.
We took an aspirational tone of voice, influenced by travel journals, which encouraged the reader to daydream about their lives living in Fonthill Mews. We added a little bit of wry wit subtly throughout the copy to add a down-to-earth tone that appealed to the core target audience. The photographic imagery tells an equally aspirational story, moving through each home as if the reader themselves were exploring it in real life. Overexposed, in order to properly portray the brightness of the interiors, each image was processed to be clean yet colour accurate, using unusual vantage points to show off features and a wide-angle lens to capture entire rooms.
We pushed three core messages as part of an integrated marketing campaign which was spread across direct, digital and out-of-home advertising. These messages were simple – aimed at engaging the imagination of potential tenants and driving a desire to obtain the lifestyle offered by living in Fonthill Mews: ‘New York loft meets London Mews’, ‘Let the architecture speak for itself’ and ‘Say hello to your new home, Fonthill Mews’. We further built a temporary microsite for the project, with a consistent call-to-action at touch points across the entire site. The microsite was hosted within the estate agent’s own website but could just as easily have been hosted as a standalone site.
Visitors to their microsite across a 3 month period
Advert and promotional material recall
Increase in property viewings
A bold new identity and brand strategy for a company challenging the status quo
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A differentiating brand proposition in a market where everyone is saying the same thing