020 3846 1910
info@barefacedstudios.com
Property

indigoScott

Established in 1997, indigoScott is a private, family-run development company based in South West London. In late 2019 indigoScott launched Ironworks Yard, an exceptional collection of just seven creatively imagined apartments, situated within one of London’s most coveted neighbourhoods.

Services

Brand + Marketing Strategy, Identity + Brand Design, Print Design, Photography, Copywriting, Content Creation, Web Design + Digital.

Senior Designer at Barefaced Studios sketching out the Ironworks Yard logo on an iPad.

The Challenge

  1. Marketing to a niche audience of buyers willing to pay more for a unique offering whilst comprising space for style.
  2. Needed to achieve price points much higher than market average.
  3. Marketing homes without the features usually associated with new build developments.
  4. Already jaded audience – ‘luxury’ and ‘bespoke’ have lost their meaning.

 

Barefaced Solution

  1. Bog standard property developments are usually promoted using slick but bog standard property marketing, The only way we could truly show what an unusual proposition Ironworks Yard is was to make the branding and marketing assets as unique as the development itself.
  2. A combination of rich colours, aspirational copy and a differentiated identity underlined the development’s one-of-a-kind approach to design and architecture – cementing its place as a rare opportunity, worthy of its heightened price points.
  3. To combat the lack of facilities at Ironworks Yard, such as a concierge or onsite gym, we took a three-pronged approach: a) heavily advocate the development’s uniqueness b) accentuate the highly desirable benefits of the local area b) appeal to the target demographic’s primary influencers (their parents!)  in order to strengthen their approval of their child’s purchase decision.
  4. This audience are seeking a point of difference but with the comfort of familiarity. So we struck a balance by creating an identity that plays to the specific interests of the target demographic (individuality, community) but also includes recognisable signifiers that evoke trust (history, quality).

Testimonial

“Our recent first project with Barefaced Studios was a great success. Claire was especially good at listening to our brief and interpreting 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

77%

Increase in site traffic during campaign

4/7

Units sold before official launch

13.5%

Increase in achieved price points

83%

Increase in viewings

Ironworks Yard Logo in white on burnt orange brand colour Brand guidelines for the Ironworks Yard development including logo, colour palette, slogan and imagery. Brochure layout spread for the Ironworks Yard development. Brochure layout spread for the Ironworks Yard development featuring the front cover and part of the site map.

STRATEGY

The logo was custom made to reflect the bespoke nature of the development. This hand lettered logo is a modern take on industrial signage inspired by ironmongers and iconic London transport signs as a nod to the heritage and history of the site and geographic area. The final logo is a slimmed down version of traditional hand lettering, with emphasised curves to soften the industrial harshness, lending it wider audience appeal. This can be seen in the charismatic legs of the R and K. The lettering has high internal contrast to make it easy to read across all size and media.

Our colour palette builds warmth into the brand by using copper and rusty tones to bring in connotations of the metal materials found throughout the interiors of Ironworks Yard (and harking back to the site’s heritage).  This is offset by a trendy ‘almost complementary’ olive green to add depth, coupled with neutral alabaster and taupe shades. As the development was being marketed across winter we knew that adding warm tones would evoke a homely feeling to the marketing – inviting buyers in with the promise of a cosy new home away from the cold harsh winter. In the immortal words of Maria Carey; “all I want for Christmas is an apartment in Ironworks Yard”.

We opted for a modern and minimalist sans serif font, paired with a quirky and grander serif font (to be used more sparingly) to allow flexibility without overshadowing the logo. Our photoshoot of the showroom saw us produce a warm final edit, pulling out the rich tones of the interiors – lending itself to the vision of a wintry respite. We then created a site brochure using eloquently confident copywriting and compelling headlines, coupled with bespoke floorplans to heighten the feeling of quality and individuality. A set of digital marketing assets including a micro website, social media content and Instagram adverts utilising motion design were also delivered.

Photograph of the bedroom at the Ironworks Yard development featuring drop pendant lights over a bed. photograph of the living space and open plan kitchen area at the Ironworks Yard development. Micro website design for the Ironworks Yard development.
Medical

Harley Academy

Disrupting the aesthetics industry.

A bold new identity and brand strategy for a company challenging the status quo.

Read more
Property

Davies & Davies Estate Agents

Your local property nerds.

Re-positioning a historic estate agents, driving rapid growth and increasing web traffic by over 200%.

Read more
Financial

Heron Financial

No more robots - the human face of finance.

A differentiating brand proposition in a market where everyone is saying the same thing.

Read more

Click here to see more of our work
or contact us on the details below...

Like what you see?

Give us a shout.

020 3846 1910

info@barefacedstudios.com