The concept came first: Royal Arsenal Riverside as a complete place-brand. Not a simple development brand. But a fully-fledged place where residents and visitors experience the brand as much in the physical and digital worlds as they do through important sales touchpoints.
A vision was necessary to guide our story. It needed to evoke the past while unlocking the joy of riverside living for the future. Using our place branding framework, PAVE®, we found it: ‘An historic past. An exciting present. A dynamic future.’ Working collaboratively with the client team, we mapped out consumer insights and environmental touchpoints to inspire the reimagination of this new brand world. We worked to build a brand that was relevant, playful, and active – bursting with life for each person who encounters it. This was then rolled out and evolved across a comprehensive mix of residential and commercial collateral for Royal Arsenal Riverside. Or, we should say, RAR.
The result? A relevant and, most importantly, inspiring rebrand that’s strong enough to sail long into the 2020s (and beyond).
