Brightwells
Even pre-pandemic places such as Farnham in Surrey were reimagining their high street, the wider shopping experience and the types of stores and amenities that would attract people to this popular market town. So Brightwells Yard was born.
Once upon a time
Brightwells Yard is a mixed-use development in the heart of the historic centre with new apartments, a 25 unit shopping centre, six-screen cinema, cafes, bars and restaurants; all designed around public spaces. This urban regeneration between Waverley Borough Council and Crest Nicholson required a brand that could underpin the commercial marketing in the first instance, as well as supporting the residential sales.
Twist in the tale
The sympathetic external design of the scheme required a brand that balanced the heritage, as well as the right look and feel for a forward looking landmark destination. Our Brightwells Yard stamp was inspired by the town’s Royal Charter, which dates back to 1249. We then developed a modern colour palette, a circular based visual language for the brand, as well as the right use of lifestyle photography and an uplifting tone of voice. As part of the campaign, we designed and built the place website, developed a digital and interactive B2B place brochure and managed continued updates to sales collateral with the letting agents. Our proposition ‘Be in good company’ allowed us to then create key messages around the theme of ‘Be…’ and we were able to leverage the signing of marquee brands such as M&S to aid future acquisitions.
Happily Ever After
Since going live in 2019, the campaign has helped towards over 50% of the units being under offer or exchanged prior to the launch in 2022 with a consistent web traffic flow, including expressions of interest via the registration page. The brand is also helping to put the regeneration on the map. Do you want to Be more?
