Client:
Clapham Quarter
Project designed with Philosophy Design
Project:
The Clapham Quarter development, situated in Clapham South, needed a brand refresh because it wasn't engaging enough for customers and didn't stand out among its competitors in the area.
The goal for this project was to create an engaging and sophisticated branding and marketing by taking influence from the surroundings and lifestyle of the area, responding to the specific target audience needs and that highlighted the individual features of this development: they are modern luxury apartments, ranging from one to four bedrooms, in an exclusive neighborhood. These apartments showcase high-quality specifications and incorporate the latest technology.
Considering the target audience, the branding needed to be sophisticated yet unpretentious. I selected a simple and sober color palette of a dark green to represent the green areas of the Common, and a golden foil to contrast and convey a high-end, luxurious feel. The design layouts for all marketing materials were kept clean, elegant, and contemporary, complemented by fonts and typographic treatments that matched the narrative tone and effectively communicated the message.
The campaign commenced in November with the rollout of a microsite, a sales brochure, and Agent fact sheets. The official launch took place in April 2024, accompanied by LEPs and 4-sheet posters strategically positioned across Clapham South, Clapham Common, and Balham Underground stations.
As a result of this campaign, the website got 19,000 unique users during the first months, with an average daily traffic of 125 unique users, and the sales brochure was downloaded over 400 times. After a few months, the site got 30,000 hits and the brochure had been downloaded more than 2,800 times.
Within three weeks of the development's launch, 50% of the available apartments had already been sold. This exceeded all of the client's expectations.
To better engage with customers and their interests, I created a storyboard for a promotional video that highlighted how well-connected the development is to central London. The concept was to showcase the different routes and ways of transport to get from the development to Borough Market.
This video was used on social media and the development's website, and its creation led to the production of a second video promoting local hotspots.
The storyboards included a detailed description of each scene and a visual reference, as shown below:
