Property · Residential development
Difference in the detail. A brand, identity and campaign for a Thames riverside development built to move past the ordinary.
Rockwell Properties set out to do something unusual in residential development: build a brand as considered as the homes themselves. Their purpose is to move past the ordinary, and their flagship Thames riverside development needed a brand that earned that claim rather than simply stating it.
Hurlingham Waterfront is 269 design-led apartments on the river in Fulham, beside a distinguished neighbourhood and its private wildflower gardens. The brand had to feel as distinct as the address.
The work
We built the brand from Hurlingham's own details. An emblem drawn from the craft of a hallmark, and an identity that borrows the language of fashion and elegance rather than the usual property gloss.
From there, a complete system. Brand strategy, identity, art direction, website and campaign, carried consistently across print, outdoor and film.
The brand reached beyond the development too. A sponsorship of The Hurlingham Club's annual arts festival, and a tailored partnership with Lockdown Liquor Co., introduced Hurlingham Waterfront as a lifestyle, not just an address.
“A lifestyle that moves past the ordinary, with an unexpected experience for the senses.”
Hurlingham Waterfront brand line
The result is a brand with genuine distinction. Consistent from emblem to billboard to film, and pitched to a discerning audience without reaching for the clichés of luxury property.
Memorable, simple and timeless. A promise full of purpose, made legible in every detail.