A property brand combining heritage and modernity

Challenge

Vinci St Modwen approached Mobas to create a brand identity for a former MOD site, RAF Uxbridge, acquired for redevelopment. The plan for the site comprised 1,340 new homes, 45 acres of open space, 20,000sqm of mixed-use commercial space, community facilities including theatre, cinema, GP surgery, primary school, hotel and warden assisted elderly accommodation.

Strategy

Mobas spent time working with the team to explore who the development would appeal to and what would make it unique. In creating the brand we considered the heritage of the site, the extension of the town centre into a vibrant location with plenty of leisure and business facilities, and the prominence of open green spaces ensuring the development will retain a rural feel.

A strategic brand proposition including the naming of the development as St. Andrew’s Park, referencing the St. Andrew’s gate which remains at the entrance of the development. A visual identity was created emphasising the development’s classic modernity, with reference to its heritage and rural surroundings.

Results

Vinci St Modwen were successful in attracting the developers Persimmon and Charles Church. The development continues to flourish, with the first raft of houses completed in May 2014.

At Mobas we utilise invaluable brand strategy expertise and property sector experience to create meaningful brand and campaigns that connect. To find out more, email us at say.hello@mobas.com

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