An ex-MoD housing site was undergoing a complete transformation into a modern apartment development.
The client asked us to create an identity that would reflect the rebirth of this part of London, and of the development within it.
We named the refurbishment 'Revival', and gave it a bright, colourful, 'vintage' design style, with a competition to win a classic Pashley bicycle - the vehicle of choice for our trendy customers.
A promotion was put together around the launch which reflected the vintage 'Revival' feel with a prize of a Pashley bicyle.
All available apartments were sold during the launch weekend, and the waiting list for the next phase continues to grow.
Fairview New Homes was launching a development in Balham, South West London, which was formerly accommodation for Ministry of Defence personnel. They asked us to create a brand identity for the 5 refurbished blocks of apartments that would appeal to a young audience of first time buyers, couples and young families who were looking to live in an accessible, affordable area of South West London. The development is situated on a leafy avenue only minutes from Balham High Road and its excellent transport links, shopping and dining. The identity must reflect this and appeal to those who would aspire to live there.
Fairview New Homes agreed that Balham is now a very desirable location and no longer seen as "a poor man's Clapham". Although this is a traditional neighbourhood with good shopping and amenities, the excellent transport links for commuters were the main attraction, with bars, restaurants and the local nightlife an important element.
'Revival' is a name that conjures up the regeneration of the area, and the uplifting, active lifestyle. We developed a brightly coloured, 'retro' theme to suggest the refurbishment and reflect current interior design and fashion trends.
A database was built using Rightmove web banners, local press, hoardings and Fairview's website.
A launch promotion was created which reflected the vintage 'Revival' feel , including a competition to win a classic Pashley bicycle.
'VIP' invitations went out to the list of people who had expressed interest in the site, for a private launch event, followed by the public launch the following weekend.
All available plots were reserved during the VIP weekend. Local press, email and online banner advertising continue to deliver new enquiries. Sales continue apace, with potential buyers waiting for the next phase to be released.
Aylesworth Fleming is a creative advertising and marketing agency with offices in London, Bournemouth, Manchester, Edinburgh and Leicester.
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