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Naming, identity and marketing communications for a development of 35 residential canalside apartments in a former industrial area of London – Fish Island.
Fish Island is one of the most densely populated areas of artists, makers and crafts-people in London – where many of the old factories and warehouses have been repurposed into thriving bars, breweries, restaurants and workshops. The apartments were aimed at people local to the Fish Island area – familiar with its creative, independent spirit.
After researching the site’s history, we discovered that for fifty years the development was home to a luxury furniture maker. This became the inspiration for the name ‘Carpenters Wharf’ and informed our visual approach.
We created a graphic system based on the wood stacks found in timber yards that once populated the island. Working with a local letterpress artist, we used wood sourced from local artists, crafters and workshops to create a bespoke set of prints which became the building blocks of the identity. These were then used across all touchpoints – meaning that a piece of Fish Island was included in every single piece of brand collateral.
The logo references the craft and expertise of the furniture makers through its dovetail joint, combining a ‘C’ with a nod to the name of the location through the fish symbol.
With no advertising budget, the hoarding, marketing suite and brand materials had to work hard to attract attention and drive sales. The following results were achieved.
• 17 apartments sold launch day – accounting for over 50% of total units• Described as “unprecedented sales” by CBRE, the selling agent• All units sold achieved desired premium price, setting a new price for the area• 93% of units sold to date are sold to local people, fulfilling the developer's wish to build a community at Carpenters Wharf• The building is now considered the benchmark for future Fish Island developments, receiving positive press coverage for the development and for Anderson, in the national press• The sales agents CBRE have become, in their words, the “go-to sales agents” for Fish Island, having received enquiries from 6 other developers