After four years of planning permission negotiations, Christian Candy’s vision was to develop apartments that accessed an UHNW audience for whom the typical idea of ‘luxury’ was more than just ‘living the good life’.
Prior to the Pandemic the ambition was that prospective buyers could view the apartment and potentially move in the very next day, however, when travel and viewings were restricted we were presented with a greater task – how do we create a sense of intrigue and engagement with an audience that presently couldn’t view the product in person and receive a personalised experience?
The visual identity took cues from the architecture of the scheme – a contemporary reimaginaing of Holland Park villa architecture – and created a brand that embraced the design aesthetic and heritage of the local area, but felt contemporary and considered.
The result was an elegant and understated visual identity that kept information cleanly shared across a suite of materials in print and digital.
With the arrival and restrictions of the Covid Global Pandemic, the need for a digital approach was even more central to the engagement strategy.
Through a series of workshops with sales agents, we defined a comms plan that retained an approach potential buyers would feel familiar with. The restrictions opened up an opportunity to create a bespoke web platform and CRM that enabled buyers and sales agents to discreetly share information tailored to their individual needs, without the need for face-to-face meetings.