Royal Warwick Square: A new identity for a classic address

The Brief

St Edward came to us in with a brief to launch the latest phase of its luxury development in Warwick Road, Kensington in September 2017.

The previous phase, Kensington Row, had been on the market for some time, so a complete rebrand was required for the next collection of very high-end apartments, whose superior quality and hotel-style residents’ facilities are designed to appeal strongly to wealthy cosmopolitan buyers with an international lifestyle.

The Solution

We directed a lifestyle photoshoot with models, creating a library of images tailored to the target market and conveying the exclusivity of Royal Warwick Square. These are being used across all collateral and are unique to Royal Warwick Square.

For the launch, we created a comprehensive range of collateral online, in the press and in print. This included a lay-flat host brochure with gilt-edged pages; a local area guide; a national press campaign and digital marketing; and all the items required for the overseas launch in the Far East in October 2017. Within a month of the UK launch, 15 out of the 60 apartments were sold. Phase 1 is now sold out and Phase 2 launched in March 2018.

royal-warwick-square-advertising — The national press campaign.

Bronze and dark blue are the brand colours, conveying a premium, sophisticated look. ‘Classical London Living’ is the strapline, reinforcing the London-centric and prestigious nature of the development.