Challenge

After more than 20 years of development, Royal Arsenal Riverside needed a renewed identity to reflect its maturity and future potential. The challenge was to unify a vast, historically rich site while maintaining sales momentum and capitalising on the arrival of Crossrail.

Impact

The refreshed brand repositioned Royal Arsenal Riverside as a premium London destination, supporting the successful launch of later phases and reinforcing long-term value. It created a cohesive platform capable of sustaining interest across a multi-decade regeneration.

Solution

We developed a comprehensive brand strategy rooted in the site’s 500-year heritage, repositioning it as a complete London destination rather than a phased development.

Through a refined identity and narrative system, we balanced historical gravitas with contemporary appeal. Delivered across all touchpoints — from marketing suites to wayfinding — the new brand created consistency, clarity and renewed energy, supporting both current sales and long-term place value.

Scope of work

• Brand positioning
• Stakeholder workshops
• Place vision
• Brand architecture for Private Residential and Commercial uses
• Master Placebrand
• Phase branding
• Brand playbook
• Messaging, copywriting and Tone of voice toolkit
• Phase-led marketing materials across print and digital
• Photography commissioning
• Videography commissioning
• Placemaking activation
• Campaign rollout for key residential phases