We initially ran a visioning exercise and proposed the creation of an integrated lifestyle club, to occupy three floors at the base of the first building. Working in partnership with the interior architects, the plans were embraced and approved. The club became the central pillar of the marketing story, part of which was created in the marketing suite to give potential customers a sense of the experience.
The creation of the club also helped to shape the central marketing thought. The idea that here was a place driven by a single-minded vision to re-define the very best in riverfront living in Central London. Or ‘the future of riverside living’ as we put it.
The recommended name Riverlight was inspired by the unique brightness and quality of reflected light unique to a riverfront location and the highly permeable design of the scheme opening views throughout. We used the name to inspire the individual colour of each building, which were specified in order of the light spectrum.
The visual style was based around a pattern that we termed ‘digital water’. Essentially a pixelated view of the play of light on the surface of water. Inspired both by the unswervingly modern nature of the architecture, our central marketing thought, and chosen name. This pattern was then applied throughout marketing materials, in a range of colours in keeping with those applied to each building.
Finally, we led the planning, creation and production of every element required for the UK and international launches and subsequent ongoing marketing campaigns, including the provision of on the ground support for multiple sales events across South East Asia and the Middle East.
