Challenge

Create a distinctive place brand for a major new neighbourhood in the heart of Guildford, balancing the town’s architectural heritage and connection to the Surrey Hills with a fresh, contemporary proposition capable of engaging buyers and supporting multiple phases over time.

Impact

Arch & Bloom by Berkeley is officially the fastest-selling residential launch in Guildford town centre.

The launch established a distinctive new place brand, with a flexible identity and naming system designed to maintain consistency as the neighbourhood, its buildings and public spaces continue to evolve.

Solution

Beginning with research and a collaborative vision workshop, we established the idea of “A new Guildford original, with history in its foundations and stories yet to be told.”

This thinking shaped Arch & Bloom: Arch reflecting Guildford’s architecture and heritage, and Bloom its greenery and connection to the Surrey Hills.

We developed the vision into a complete place identity, naming architecture and communications system, then carried it consistently across every stage of the customer journey, from launch collateral and advertising to activation, digital communications and the physical site.

Scope of work

• Research and vision workshop
• Place vision and brand strategy
• Naming and naming architecture
• Place identity
• Messaging and tone of voice
• Brand guidelines
• Brochures
• Local Area and Education Guide
• Factsheets and agent communications
• Pre-launch activation
• Launch advertising, eDM and social
• Hoarding and signage