Launching a new contemporary-styled residential building in east London required not only creating a brand but also positioning a relatively unknown area. Our recommendation lay in reflecting the surrounding area’s creative and innovative focus. The result was a highly successful integrated marketing campaign.
Whilst surrounded by the fashionable neighbourhoods of Islington, Clerkenwell, Hoxton, Shoreditch and ‘Tech City’, the new building’s immediate neighbourhood lacked an obvious identity. However by being relatively undiscovered, it offered value for money and potential capital growth.
The challenge was to position the immediate area to create greater appeal by identifying it as a neighbourhood immersed in art, design, fashion, culture, technology and entertainment. And in so doing, we sought to appeal to people who worked in the creative industries or to the more creative aspiration of people who were working in the nearby City of London.
The result was summed up in the campaign line:
Live where London’s creative district meets the City.
Naming and visual identity
The name Folio was inspired by the history of the site that was a former depository of the British Library, and the use and relevance of the word amongst designers and artists. The minimal, clean-cut, hand-crafted logo was influenced by modern design and traditional printmaking, and echoed some of the former signage in the area.
