64 Seymour Street
How do you capture & retain the attention of a consumer that everyone else is trying to attract? 64 Seymour Street posed precisely this challenge. A bespoke high end residential development in the heart of the West End, we needed to create a brand that reflected the quality of the apartments and would appeal to the high net worth individuals who defined the target market.
When creating a brand from scratch that will appeal to this specific brand savvy audience, it is essential to truly understand the core values of the product and how these can be used to attract potential customers. NextBigThing researched and investigated the key buying factors that consumers consider when purchasing similar residences in London and looked for unique ways in which these could be aligned with this brand new offering.
We identified that consumers wanted to build an association not just with the physical building, address or postcode, but the local area of the residence. They wanted to know what it actually feels like to live in the heart of the West End with Hyde Park right on your doorstep.
To achieve this, we created a seamless story told through targeted marketing materials that mirrored the experience of the apartments themselves. The use of the elegant typefaces and touches of gold embossing gave the impression of being long established yet brand new, and effortlessly encapsulated the luxury of the property itself.