Elephant Park
Lendlease | Placemaking
Supporting the creation of a new retail destination in London's Zone 1
Think
Following a competitive pitch, leading international property and infrastructure group Lendlease appointed us to devise a marketing campaign to support the leasing of the retail units at Elephant Park.
The Zone 1 development forms part of a £2.3 billion regeneration scheme that is transforming Elephant and Castle and includes 2,700 new homes, the largest new park in London for over 70 years and a £30 million transport investment.
Our strategy focused on telling the stories of independent retailers in the area, some of whom had taken space in The Artworks, the temporary box park located on the development.
Our aim was to project an image befitting of its Central London location, demonstrating a genuine integration of big, small, new and well-established brands and emerging retailers ranging from well-loved high street names to aspirational independent brands.
Create
We identified, photographed and recorded interviews with local retailers and food and beverage operators. These business owners gave us fantastic soundbites on why they had located in Elephant and Castle, the transport links, the Zone 1 location, the potential they saw in the regeneration and their hopes for the future of their operations. These quotes formed the backbone of our campaign.
They embrace the richness and diversity of the area and make it what it is – hence our campaign line “Embrace the spirit”.
Tell
The visual identity we created was authentic, welcoming, vibrant and optimistic reflecting the retail vision for Elephant Park. To communicate the energy and mood of this unique part of London, we developed a visual look and feel that intermixed vibrant splashes of colour, duotone imagery and bespoke handrawn typography to bring the individual voices of the retailers to life.
The campaign was delivered across film, brochures, digital and print advertising, direct mail and signage.
Let us help you with your next retail destination brand and marketing project.
Following a competitive pitch, leading international property and infrastructure group Lendlease appointed us to devise a marketing campaign to support the leasing of the retail units at Elephant Park.
The Zone 1 development forms part of a £2.3 billion regeneration scheme that is transforming Elephant and Castle and includes 2,700 new homes, the largest new park in London for over 70 years and a £30 million transport investment.
Our strategy focused on telling the stories of independent retailers in the area, some of whom had taken space in The Artworks, the temporary box park located on the development.
Our aim was to project an image befitting of its Central London location, demonstrating a genuine integration of big, small, new and well-established brands and emerging retailers ranging from well-loved high street names to aspirational independent brands.
We identified, photographed and recorded interviews with local retailers and food and beverage operators. These business owners gave us fantastic soundbites on why they had located in Elephant and Castle, the transport links, the Zone 1 location, the potential they saw in the regeneration and their hopes for the future of their operations. These quotes formed the backbone of our campaign.
They embrace the richness and diversity of the area and make it what it is – hence our campaign line “Embrace the spirit”.
The visual identity we created was authentic, welcoming, vibrant and optimistic reflecting the retail vision for Elephant Park. To communicate the energy and mood of this unique part of London, we developed a visual look and feel that intermixed vibrant splashes of colour, duotone imagery and bespoke handrawn typography to bring the individual voices of the retailers to life.
The campaign was delivered across film, brochures, digital and print advertising, direct mail and signage.
Let us help you with your next retail destination brand and marketing project.