London & Quadrant Housing Trust (L&Q), commissioned us to brand one of their new housing developments. The Rushgroves is a set of 387 apartments based in Hendon, North West London that is part of the London Help to Buy and Shared Ownership scheme. We work with L&Q on an ongoing basis to ensure that The Rushgroves stands out from its local competitors and that its marketing collateral effectively drives engagement and ultimately sales.
L&Q is a regulated charitable housing association and one of the UK’s most successful independent social businesses. It strives to provide residents across the South East of England with houses that they can comfortably afford, and to support vulnerable people in finding accommodation that caters towards their needs.
Our work included an in depth phase of brand strategy to inform the creation of the brand identity and key messaging that has been rolled out across a wide range of collateral including hoardings, signage, billboards and other advertisements. A key piece of brand development, was a core brochure outlining everything The Rushgroves has to offer to its residents supported by a number of smaller brochures detailing specific areas of the development and individual apartment floorplans.
The brochure essentially acts as a set of brand guidelines for the L&Q marketing team to follow in all of their promotional activities for the development. Since its publication we have been working with L&Q on further pieces of collateral, all of which are influenced by the language and visual identity used throughout the brochure. Its key features include CGIs of the building, photography commissioned by us, a set of in-house illustrations and some infographics.
The rollout has also included a promotional website for the development where prospective buyers can find out key information about the development and arrange visits to view apartments.