ADVERTISING

Anderson

Carpenters Wharf

Description

Identity, naming and marketing communications for a residential property development on Fish Island, London. Anderson, (our client) wanted to sell the apartments to local people looking to buy, rather than investors looking to rent out.
For 50 years the site of the development was home to a luxury furniture maker – inspiring the naming and craft-themed visual identity of the brand.
Fish Island is a former industrial area of London where many of the old factories and warehouses have been repurposed into thriving hubs for craftsman, makers and artists. The brand is designed to give a true reflection of the creative, independent spirit of the area.
We devised a graphic system based on the wood stacks found in timber yards that once populated the island. Working with a local letterpress artist, we used wood sourced from local workshops, artists, crafters and makers to create a bespoke set of prints. These were used across all touchpoints of the marketing and communications – meaning that a genuine piece of Fish Island was included in all touchpoint of the brand.
The logo references the craft and expertise of the furniture makers through its dovetail joint, combining a ‘C’ with a nod to the name of the location through the subtle fish symbol. Elsewhere, the typeface GT Pressura was chosen for its similarities to type stamped on wooden shipping crates.
The brand identity and communications proved to be a huge success for the developer, with over half of the homes being reserved on the first day of sales. 93% of these were to local buyers, which was a key objective for the developer – helping to preserve the local community.

This professional campaign titled 'Carpenters Wharf' was published in United Kingdom in October, 2016. It was created for the brand: Anderson, . This Design medium campaign is related to the Industrial, Agriculture and Professional Services industries and contains 8 media assets. It was submitted about 6 years ago.

Credits

Production Company: Jack Renwick Studio
Sales Agents: CBRE
Creative Director: Jack Renwick
Designers: Tom Rogers, Ash Watkins, Nevs Hamling, Susie McGowan, Mike Reid, Andrew Golden
Account Executive: Jules Anderson
Printmakers: Barrie Tullett, Thomas Mayo
Copywriters: Nick Asbury, Ash Watkins, Tom Rogers
Web Developer: Sev Furneaux
Photographer: Andrew Urwin

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