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SQP

A new identity for

Canary Wharf living

Challenge

South Quay Plaza faced declining relevance, with brand confusion and a shift toward a younger, more design-conscious buyer. The existing identity no longer reflected the lifestyle expectations of this audience or the scheme’s premium potential within Canary Wharf.

Impact

The refreshed identity reinforced SQP’s market presence and supported continued award-winning recognition for design and landscaping.

Solution

We led a full repositioning anchored in the platform “Unlock the Unordinary”, redefining SQP as a vibrant, experience-led destination rather than a conventional residential offer. Through a bold visual identity, fashion-led art direction and a more expressive tone of voice, we injected energy, confidence and cultural relevance into the brand.

Crucially, we aligned every touchpoint — from advertising and photography to marketing suite and digital — to present a cohesive, lifestyle-driven proposition that resonated with a new generation of buyers.

Scope of work

Campaign ‘Big Idea’
Photoshoot and film production & direction
Brand refresh & marketing collateral

Hunter’s team did an exceptional job organising and managing two photoshoots for the SQP brand. Their creativity, attention to detail, and seamless coordination ensured everything ran smoothly from start to finish. The results perfectly captured our brand’s essence, and their professionalism made the entire process a pleasure. We couldn’t be happier with the outcome — thank you, Hunter, for bringing our vision to life!

Hayley Russell: Senior Marketing Manager