indigoScott
indigoScott is a family-run property development agency, whose mission is to build homes with a focus on beautiful aesthetics and unique architecture. They design carefully crafted properties using local materials and craftmanship. Each development pays careful attention to the history of the neighbourhoods they're situated in.
Overview
New build developments can be bland. Moreover, the big developers have big resources to market them. indigoScott needed to find a way to stand out in an otherwise uninspiring category and show people exactly why their homes are different. We positioned Ironworks Yard as the alternative: a bespoke development inspired by design, refined by history.
Services
Brand Strategy, Brand Positioning + Planning, Visual + Verbal Identity Design, Web Design + Development, UX + UI Design, Copywriting + Messaging, Marketing Strategy, Marketing Management, Content Creation, Campaign Creation + Design, Print + Digital Design, Film + Photography, Social Media Management.
The Challenge
- Attracting a niche audience of buyers.
- Needed to achieve price points much higher than market average.
- Marketing homes without the features usually associated with new developments.
- Already jaded audience. ‘Luxury’ and ‘bespoke’ have lost their meaning.
Barefaced Solution
- Bog standard property marketing wasn’t going to cut the mustard for Ironworks Yard, so we crafted a brand that reflects its unique appeal and standout design.
- Combining rich colours, elevated copy, and a distinctive identity, we positioned the development as the rare opportunity it is – justifying its premium price with exceptional design and architecture.
- To address the lack of amenities (no concierge or gym), we employed a strategic three-pronged approach:
1) Highlight the development’s uniqueness
2) Emphasise the desirable local area
3) Engage with parents, the key influencers in the decision-making process. - Recognising the audience’s desire for distinctiveness paired with familiarity, we crafted an identity that blends individuality and community with trustworthy, timeless signifiers of quality and heritage.
177%
Increase in site traffic during campaign
7/7
Units sold before completion
13.5%
Uplift in achieved price points
283%
Increase in leads by end of campaign
“Our recent first project with Barefaced Studios was a great success. Claire was especially good at listening to our brief. she interpreted our requirements in a fresh, accessible, and characterful way, which was very important to us. Organisation and communication was excellent. I would definitely recommend!”
– Sharon Scott, Director
Inspired by history, refined by design
The art direction for Ironworks Yard draws inspiration from the site’s rich history and the materials that built it. Located on a former ironworks, the development pays homage to Britain’s ironmongery tradition by incorporating mixed metals – steel, iron, and copper – into both the interiors and exteriors. We brought this legacy into the brand design with a hand-drawn logo, a copper-infused colour palette, and a warm photographic style.
For the brochure, we crafted confident, compelling copy with punchy headlines, paired with bespoke floorplans that emphasised the quality and individuality of the development. We also created a suite of digital assets, including a micro website, social media content, and Instagram ads with motion design, all created with elegance, subtle movement, and plenty of white space for an exceptional user experience.
Ironworks Yard launched with massive interest, with all units sold before construction was even completed. Despite a rocky COVID period, smart marketing and a strong brand helped indigoScott navigate the challenges and keep momentum high.