The suite of brochures and close-up of the illustrated site map
The host brochure and sample spread
One of the hand drawn illustrations
Linden Homes were justifiably proud of their new development of homes in Southampton. Although the heart of the city was minutes away, it was also in a leafy conservation area.
The 326 acres of Southampton Common were right on the doorstep. The four-bedroomed homes and luxury apartments would be surrounded by trees and sensitive landscaping. New homes would sit harmoniously next to existing refurbished structures. Key architectural features would be meticulously enhanced.
In developing a worthy name, identity and marketing materials, our research would have to be just as rigorous.
This was a stylish, upmarket development. Its accessibility to the shops, services, amenities and businesses of one of the UK’s fastest-growing cities would be a crucial factor in its success.
Yet the leafy surroundings and elegant architecture of the refurbished structures - complemented in size and style by newly built homes – suggested a lost age of natural sympathy and symmetry.
The developer’s tree survey had highlighted many different species on the site, and as many trees as possible were preserved to ensure local wildlife continued to thrive.
This was a touch of natural green exclusivity in a fast-moving urban environment, and we looked for a name to capture its essence.
Gradually Park Centrale came to life. While stressing the central location, the added ‘e’ softens the sound, alluding to lifestyle rather than urban hub. Its continental feel conjures old tree-lined European boulevards. ‘Park’ further evokes the leafiness.
A supporting strapline: ‘an old-style, new-fashioned neighbourhood, right at the heart of Southampton’ added more colour to the image.
We created a marketing suite and graphics, carrier bag, brochures and hoarding to promote this stunning development.
The leaves on the marketing brochure represent the different trees on the site. In keeping with the natural theme, we went for hand-drawn illustrations - just as though an artist had set up an easel.
Park Centrale had a personality as stylish as its appearance, evoking what it actually is.
Our task was to develop an identity and produce supporting marketing materials.
We were not in charge of the marketing for this site. This was handled by another agency which took care of that region. Because of this it’s hard to judge the success of the brand. However Linden Homes were extremely pleased with what we produced.
What mattered here was to consider the buyer. What were the main advantages of living at this new address? What impression would a name and a look immediately convey? By looking around, asking questions, breathing the air and consulting the neighbours, we made a sensible move.