020 3846 1910
info@barefacedstudios.com
Property

LPC Living

LPC Living is a socially-minded property development company specialising in urban regeneration. Based in the North West of England, LPC Living have built in excess of 1,300 homes across the region. Fonthill Mews is LPC Living's second venture in London.

The challenge

We were asked to create a brand identity and marketing strategy for Fonthill Mews, an incredible collection of design-led homes. The project was a brand new concept, not only for the geographic area it’s situated in, but also for LPC who traditionally build affordable housing and regenerate underused town spaces. The quality of the build, design and finishes meant that LPC wanted to achieve much higher price points than are traditionally found locally. They set us the objective of producing an identity and set of creative advertising assets that would not only position LPC as a premium bespoke property developer in the London market, but also ensure that they achieved their desired sales figures.

Services

  • Brand + Marketing Strategy
  • Identity + Brand Design
  • Print + Packaging
  • Photography + Videography
  • Copywriting
  • Content Creation
  • Experiential
  • Web Design + Digital
  • Environmental Design

Barefaced solution

We first devised the slogan ‘New York Loft meets London Mews’ as a reflection of the interior styling and architectural designs of the development and used it as the nucleus of the brand identity. From here we chose a colour palette of steely greys to reflect the industrial elements of the development, complimented with a shade similar to ‘British racing green’ to symbolise the heritage of the mews and representative of the natural materials used in the build. The iconic ‘badge’ logo references London’s famous blue plaques that link people of the past with buildings of the present. A marbled pattern was incorporated into the design aesthetic, inspired by the finishes used in the bespoke kitchens, which were a focal point of each new home.

We took an aspirational tone-of-voice, influenced by travel journals, which encouraged the reader to daydream about their lives living in Fonthill Mews. We added a little bit of wry wit subtly throughout the copy, to add a down-to-earth undertone to appeal to the target demographic of millennial professionals. The photographic imagery tells an equally aspirational story, moving through each home as if the reader themselves were exploring it in real life. Overexposed, in order to properly portray the brightness of the interiors, each image was processed to be clean yet colour accurate, using unusual vantage points to show off features and an extra wide-angle lens to capture entire rooms.

We pushed three core messages as part of an integrated marketing campaign which was spread across direct, digital and out-of-home advertising. These messages were simple and aimed at engaging the imagination of potential tenants whilst driving the desire to obtain the lifestyle offered by living in Fonthill Mews: ‘New York loft meets London Mews’, ‘let the architecture speak for itself’ and ‘say hello to your new home, Fonthill Mews’. We also built a temporary microsite for the project, with a consistent call-to-action at touchpoints across the entire site. The microsite was hosted within the estate agent’s own website but could just as easily have been hosted as a standalone site.

“Claire and her team completely understood the vision of the property and what we were expecting to achieve regarding marketing.  She attended site on a regular basis and it was great to have her working with us as she had the same enthusiasm, creativity, knowledge of the local market, the local community and ability to showcase what we believed was a fantastic product. The photography, videos and overall marketing were second to none.”– Debbie Mason, Residential Director

 

+71%

Increase in viewings

+12%

Increase in achieved price points

80%

Units let before official launch

121,200+

Visits to website across 3 month period

Two logo designs for Fonthill Mews, Finsbury Park properties. Graphic design by Barefaced Studios, design agency based in Islington, North London. Brand identity for Fonthill Mews, Finsbury Park properties. Graphic design by Barefaced Studios, design agency based in Islington, North London. Two logo design for Fonthill Mews, Finsbury Park properties- left side image of modern, wooden bedside table. Graphic design by Barefaced Studios, design agency based in Islington, North London. Brand Identity for Fonthill Mews, Finsbury Park properties. Graphic design by Barefaced Studios, design agency based in Islington, North London. Stationary designs for Fonthill Mews, Finsbury Park properties. Graphic design by Barefaced Studios, design agency based in Islington, North London. Brochure for Fonthill Mews with marble cover, Finsbury Park properties. Graphic design by Barefaced Studios, design agency based in Islington, North London. Interior brochures for Fonthill Mews, Finsbury Park properties. Graphic design by Barefaced Studios, design agency based in Islington, North London. Flyer and brochure for Fonthill Mews, Finsbury Park properties. Graphic design by Barefaced Studios, design agency based in Islington, North London. Interior spread for brochure, Fonthill Mews, Finsbury Park properties. Graphic design by Barefaced Studios, design agency based in Islington, North London. Flyer for Fonthill Mews, Finsbury Park properties. Graphic design by Barefaced Studios, design agency based in Islington, North London. Two website pages presented on phones, for Fonthill Mews, Finsbury Park properties. Graphic design by Barefaced Studios, design agency based in Islington, North London. Four images inside Fonthill Mews, Finsbury Park properties. Graphic design by Barefaced Studios, design agency based in Islington, North London. Photograph of cooker and kitchen unit in Fonthill Mews, Finsbury Park properties. Graphic design by Barefaced Studios, design agency based in Islington, North London.
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020 3846 1910

info@barefacedstudios.com