West London’s White City district is being transformed; Westfield London and the Imperial College campus are being extended, BBC Television Centre re-interpreted. We were asked to brand and help market a new residential village that will be located in the centre of this rapidly changing district.
Our response was the creation of a confident, modern lifestyle concept: White City Living. Live bright.
Where once were M&S warehouses will soon stand over 1,800 new high-end homes set in eight acres of parkland and gardens offering an array of lifestyle facilities, bars, restaurants, and even an outdoor theatre stage.
Connecting directly to Europe’s largest retail entertainment experience and Imperial College’s research and innovation campus, this new neighbourhood sits opposite the re-furbished studios at Television Centre.
The scale of transformation of the whole area underpins its promise as west London’s emerging creative hub – arguably London’s brightest new district. At the centre will be a new residential village offering the best way to enjoy “White City Living”.
Having coined the original phrase “White City, bright future” for a previous magazine article, this thought lay at the heart of our thinking in how to brand this new place to live. It was a place for individuals who think a little differently, who want to live well and live smarter, the innovation adopters. A place in short, to: “Live bright”.
From this basis, we created a brand world that influenced aspects of the scheme itself – in particular the landscaping principles and design – as well as all aspects of the brand identity and marketing materials.
The notion of light and brightness inspired the White City Living logo created by a single light source casting shadows to form the letters; foil being used to bring a sophisticated rainbow of bright colours to a minimal palette, whether printed or in 3D form.
Working with interior architects Morey Smith, the brand concept was carried through into the marketing suite. A space that feels sophisticated, inspirational and aspirational for buyers – simple confident informative lightboxes designed to look more like an exhibition rather than an explicit sales environment.
On top of this, we designed a comprehensive set of marketing materials including brand photography, films, outdoor hoardings, print and digital publications, and advertising campaigns for multiple launches in the UK and overseas.
This branding and marketing approach has contributed to making White City Living one of the best-ever selling developments by St James.