Branding and marketing for luxury waterside residential development

A multi-phase challenge

Following a creative pitch in 2013 Completely Creative was appointed by Berkeley Homes to work on the development branding and marketing materials for Victory Pier. Fast forward six years and we have just completed the fifth brochure and associated deliverables for the final phase of the Medway Waterfront development.

Forming part of the Medway Regeneration Masterplan, Victory Pier is a large mixed-use scheme comprising residential apartments, retail and leisure units, student accommodation and a hotel. The development’s waterside location, public open spaces, on-site gyms, and WIFI lounges complemented by the apartment’s specification, good transport links and proximity to 4 university campuses make an attractive proposition to owner occupiers and investors alike.

We used gilt-edged pages in case-bound books on the first 2 phase brochures
Press ads in the London property papers worked well in generating interest from investors
The quality of the location photography was key to conveying the luxury waterside lifestyle

We drew inspiration from the beauty of a waterside vista at dusk or dawn

Designing for the market

Research told us that the four largest target markets for the apartments at Victory Pier were first-time buyers who were renting on areas they couldn’t afford to buy in, downsizers, UK investors and overseas investors. The strength of the Berkeley brand, the quality of build and the benefits of the waterside location alongside the demand for accommodation all informed our creative approach.

Throughout the project we focused on the luxury waterside lifestyle the development provided occupiers. For the final 3 phases we were briefed to explore “VIP Vibrancy” as a visual strategy. We drew inspiration from the beauty of a waterside vista at dusk or dawn.

We set out to simulate the reflections of low sunlight on deep blue water

We selected holographic foil to represent the colours of reflections created when the sun is low in the sky
We used using a lay-flat brochure format to showcase the fantastic location photography

We executed our designs on brochures, advertising, hoarding and signage

The 3 phase designs are unique but comply with the brand style

We used the horizon line as a visual element to create a unique pattern for each phase. The cover patterns were designed with vibrant colours complemented by the rich deep blue of water at dusk or dawn. We also used a metallic copper to highlight headlines and further build the theme.

We designed and printed beautiful lay-flat brochures that presented the imagery and CGIs. In the best possible light. The covers were printed on blue card and we used holographic foil to pick out the line designs and copper foil for the development name.

The hoarding used a combination of techniques to achieve te desired effect including built-up acrylic lettering, coloured LEDs and copper vinyl.

We also produced press advertisements, launch invitations, local area guides, marketing suite graphics, signage, flags and signage.

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