A rich history - for wealthy customers

the brief


To brand and launch a development of newly restored and refurbished apartments in the City of London - a crowded and competitive marketplace.

the solution


Inspired by a historic architectural detail on the building - a heraldic lion - we developed a brand identity for St Bartholomew House, which was applied across both online and offline marketing, including a microsite with supporting email marketing, brochure, CGIs and floor plans.

the results


The launch of the brand was received incredibly well by the public, and forward selling already accounts for nearly a third of the apartments sold ahead of construction starting.

The Brief

United House Developments was planning a development of 17 apartments in the City of London. They needed a creative agency to develop a complete marketing and bespoke identity solution that would highlight the beautiful restoration and refurbishment of one of the most stunning buildings in West Smithfield. They were aiming at a diverse target market - UK and overseas investors and City workers, mainly - and wanted to reflect the building's history and contemporary, modern styling.

St Bartholomew House in West Smithfield is a listed building in one of London's most historic neighbourhoods, on the edge of the Square Mile. The location has roots in the 12th century, but today it is at the heart of the busy, expensive capital.

The Solution

We started with the history. The nearby St Barts hospital and chapel are ancient and widely recognised. The building itself, on an ancient site, is not that old - a mere couple of hundred years. It features some outstanding decorative architectural features in the continental decorative style of the early 19th century, and is listed Grade II.

We found a historic architectural detail on the building - a heraldic lion - which we developed into a distinctive brand identity. This was applied across both online and offline marketing, including a microsite with supporting email marketing, brochure, CGIs and floor plans.

The Results

The launch of the brand was received incredibly well by the public, and forward selling already accounts for nearly a third of the apartments sold ahead of construction starting.

We are intelligence in action

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Aylesworth Fleming is a creative advertising and marketing agency with offices in London, Bournemouth, Manchester, Edinburgh and Leicester.

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