Challenge

King’s Road Park had already established a distinctive identity and strong market presence. Phase 4 represented something different: the most premium expression of the development to date, with architecture by Foster + Partners, interiors by MAWD and a collection of exceptional new amenities.

The challenge was to create a proposition that could command attention in the prime London market and stand confidently in its own right, while retaining the recognition and equity already built around King’s Road Park.

Impact

One King’s Road Park gave Phase 4 a distinct premium identity and a clear place within the wider development.

The new brand created a confident platform for UK and international marketing, bringing architecture, interiors, lifestyle and location together under one coherent story. From high-profile advertising and digital campaigns to tactile brochures and agent materials, every expression was designed to reinforce the exceptional nature of the release.

It helped redefine market perception of the development and has played a significant role in the success of One King’s Road Park since launch.

Solution

We positioned Phase 4 as One King’s Road Park, creating a name that signalled exclusivity while retaining the equity of the wider development.

The identity combines quiet confidence with refined production values. A vertically stacked logotype reflects the towers, while a distinctive four-part icon subtly references both King’s Road Park and this fourth phase.

A palette of linen, marble, deep blue and bronze, paired with editorial typography and intimate lifestyle imagery, creates a sophisticated international feel.

The campaign line ‘This is the one’ brings everything together, providing a simple, flexible idea across advertising, digital, social, print and sales materials for UK and overseas audiences.

Scope of work

• Brand positioning and architecture
• Naming
• Messaging and tone of voice
• Brand identity and visual language
• Campaign concept and creative development
• Brand guidelines
• Brochure and luxury sales collateral
• Agent and international sales materials
• Print advertising
• Digital, email and social campaigns
• Photography and image art direction