Key
Intelligent Property Marketing
Crest Nicholson Regeneration

A vision for a new retail destination in Farnham

Brief

Brightwells Yard is a new retail and residential destination in the heart of Farnham. Our client, Crest Nicholson, wanted to create a distinctive and compelling brand proposition and identity, which included the design of an interactive web brochure as well as a dedicated website that would support the commercial offer and attract future visitors and residents. We were also tasked with designing the hoarding run, which would deliver both commercial and residential messaging in one.

Challenge

As the development is mixed-use (residential and commercial) and will have a number of retail units and apartments, the brand identity had to be developed with this in mind. Our goal was to create a strong visual identity and distinctive tone of voice that would attract new businesses, visitors and also potential future homeowners.

We began the project with an interactive workshop, bringing together key stakeholders from across the business to understand the scheme's vision and commercial offer. Following a number of sessions and client workshops we developed a set of brand guidelines, defining the tone of voice and the brand's value proposition within the marketplace.

One of the key elements of the project was to tell the story of Brightwells Yard, and to create a sense of place, a destination that is breathing new life to the town centre. The destination will attract visitors from across Farnham and further afield and offers a variety of facilities, from new restaurants, shops, a cinema and open public space to a converted Grade II listed building. All of these elements had to talk to multiple audiences including tourists, potential commercial tenants and future homeowners.

Part of the challenge of delivering the website was considering the main audience in this initial phase (companies looking for retail space) while ensuring content could evolve to become consumer-focused.

Results

We delivered an immersive brand, engaging website, interactive web brochure and hoarding run that has a distinctive look and feel which supports the vision of Brightwells Yard.

The website has a user-centric design and brought content to life through a mixture of copy and imagery, including an interactive map of the site.  The interactive web brochure needed to appeal to different commercial audiences and it complements the website, eloquently displaying the benefits of the commercial aspects of the site, to a multitude of different audiences – from large high street retailers, to small independents.