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Brand identity, naming and marketing communications for a canal-side residential property development on Fish Island, Hackney Wick. The homes were aimed at Londoners who appreciate the vibrant, creative and artistic spirit of the local community.
It was important to the client that we create an authentic brand for this former industrial area of London, where many of the old factories and warehouses have been repurposed into thriving bars, breweries, restaurants, galleries and workspaces. The brand aims to reflect both the distinctive architecture of the building and the character of the local area.
After researching the site’s history we discovered that for fifty years the site of the development was home to a luxury furniture maker. This became the inspiration for the name ‘Carpenters Wharf’ and informed our visual approach.
Taking inspiration from the end-grain of wood stacks that would have once been found on the site during its industrial days, we used locally-sourced wood to create a bespoke set of prints, combined with our chosen fonts to create typographic ‘wood-stack’ messages.
Inspired by type stamped on timber and wooden shipping boxes, GT Pressura was chosen as the primary typeface. Whereas the supporting typeface – GT Sectra reflects the angular forms of wood-carved typography, referencing the skills and precision of the sites former craftsmen.
As the client’s first ever development in London, this was a project of great importance and were keen to pursue a creative response that reflected the local community of makers and artists.
The brand identity and communications proved to be a huge success, with over half of the homes being reserved on the first day of sales. The client has now commissioned us for all of their upcoming property developments in London.