Build the Legacy
LLDC | Launch Campaign
Helping the London Legacy Development Corporation find a joint-venture development partner for the “jewel in the crown” land parcel at the Queen Elizabeth Olympic Park
Think
The London Legacy Development Corporation was seeking to appoint a joint-venture partner to build the 1,200 new homes at the Queen Elizabeth Olympic Park across two residential developments; Bridgewater Triangle and Stratford Waterfront.
Our approach was to unite the two sites with a campaign line. This would give us a name for the campaign and helped articulate that the opportunity included both sites in one package.
We settled on “Build the legacy”. The line was designed to be a literal expression of the chance to build on the most successful Olympic legacy in history but also to convey the gravitas of the opportunity.
Create
A thorough understanding of our target market allowed us to devise and implement a bespoke campaign to engage with potential development partners.
We created a campaign identity to reflect the nature of the opportunity and provide a unifying look and feel across all deliverables. The fluid identity mark reflected the dynamism of the location and the opportunity it presented.
The Campaign demonstrates how a big creative idea can provide a focal point for a project and informs all the decisions made in its delivery.
Tell
The centerpiece of our launch was a 40-minute live webcast, with pre-recorded placemaking films and interviews and a live Q&A session broadcast in real time from a venue on QEOP
The event was promoted with email marketing, press advertising and PR support.
We created a 32 page brochure-style Investment Memorandum that complemented the other deliverables beautifully.
There were 779 visits to the event website registration page in the 3 weeks between launch and the event.
210 people registered for the event and 140 attended the live event – this represents an attendance rate of 66%, pre-COVID attendance rates for an online event would typically be 30-40%.
Of the 140 who attended the 35 minute event 128 were still watching at the end.
If you are looking for help with creating or launching a brand give us a call.
Argent LLP’s Marketing Director, Steve Alderson, wanted to share and celebrate the business’s achievements over the last year with staff and potential stakeholders.
The mood of the piece needed to be easily accessible, and definitely NOT corporate. The recipients should want to spend time reading in-depth articles or pick-up and put-down and cherry pick juicy facts and stats, whilst also getting a flavour and tone of how Argent conduct themselves.
We proposed creating an eclectic magazine-style approach which could be both engaging and easily digestible. The client already had a suggested name for it, Purpose; which we all agreed gave it a dynamic energy.
The creative challenge here was to bring together a number of different stories based around 6 key areas – what Argent defined as their ‘Principles for Responsible Development’.
We created a bespoke colour palette to give each principle its own special feel and distinct identity; they formed the sections of the magazine. We gave each article its own identity, achieving this through bespoke heading typography to set the tone for the piece and bespoke illustrations to help bring the story to life and create visual narratives.
It was agreed that the printed piece should have the physical quality of a magazine with a soft cover. We selected uncoated papers and a stitched spine using a bespoke thread to create a tactile reading experience, making the magazine easy to flick through as well as to read at length.
Purpose magazine was to be available to visitors in reception areas of Argent’s offices and every member of the staff would receive a copy. Feedback was very positive with 80% of readers asked saying they would read it again.
If you are looking for help with creating or launching a brand give us a call.
