Greenford Quays
Campaigns
Research and policy
Building a narrative for a new neighbourhood within an established West London
Working alongside Miura and Brand Ethos, we supported build-to-rent developer Greystar to shift the dial west and attract style-conscious urban professionals to a new canalside rental community in Greenford, West London.
We got to know the place inside out – and used this deeper understanding to inspire ideas for the brand strategy. We helped facilitate workshops, in which we explored options and developed the leading vision for the brand. With this agreed, we looked at how to express it visually – presenting a series of creative routes, working with the client to decide on an option.
Because this is a new neighbourhood, a key element of the project was creating names – for the site, key buildings, streets and a new bridge over the Grand Union Canal. We used historical research and stimulus to name the area, which we shortlisted in consultation with stakeholders. The chosen brand, Greenford Quay puts the waterside location at the centre of the brand, while also rooting it in the locality and evoking local green spaces and woodland.
As part of our creative process we drew on the site’s heritage as the former home of a Sunblest bakery and a listed Glaxo factory. Research into the products once produced in the factories inspired colour patterns and visual themes which are weaved into hoardings, adding layers of intrigue and interest.
The brand was first introduced through a new website that brings the new neighbourhood – and Greystar’s enhanced rental concept – to life. It gives people a taste of how it will feel to live at Greenford Quay, with everything from communal workspaces to a cinema available on site. We commissioned illustration as an extension of the brand for use digitally and on collateral for the marketing suite.
As the project evolved, we used the website to create a buzz of anticipation during the project’s construction and delivery phases, through news stories, events, and local history, promoted through social media.
Project Details
Client: Miura / Greystar
Status: Completed 2018
Team: Filigree, Miura, Brand Ethos
Find out more: greenfordquay.com