Environment · 2022
North Quay
A working dock turning into housing, with residents who had watched it work.
- Client
- North Quay Development
- Sector
- Property
- Year
- 2022
- Scope
- Positioning, Identity, Hoarding and signage, Sales material
The brief
The development had planning permission and a neighbourhood that read the whole project as an eviction notice. The previous marketing had rendered the site with nobody in it.
The brand had to acknowledge what the dock was before it could say anything about what it would become.
The move
We put the dock's own record on the hoarding. Cargo manifests, crane numbers and shift rosters, set at full height in the site's own stencil alphabet, so the first thing the street got back was its history rather than a render.
The identity took that stencil as its base and cut it cleanly, so the new mark is legibly descended from the old one. Sales material leads with the water and the walk, never with an empty interior.
The hoarding got photographed more than the show flat. Nobody expected that.
84%
Of first phase reserved off plan
140m
Of hoarding carrying the dock's own record
1
Stencil alphabet, taken from the site itself
What we made
- 01Positioning and neighbourhood strategy
- 02Identity drawn from the site stencil
- 03Hoarding artwork, 140 metres
- 04Signage and site markers
- 05Sales brochure and site suite