Client

Court Collaboration

URL

thefranklinbournville.com

Date

February 2015

  • Brand identity and brand strategy for a luxury property development
  • The first block of apartments sold faster than any of the client’s previous developments
  • The new identity mixes cosmopolitan living with the area’s leafy surroundings
  • Our research inspired an identity which adds a modern feel to 1960′s design

Laying the foundation

Court Collaboration approached us with an opportunity to brand their newest development: 79 unique luxury apartments in a 1960s modernist building in leafy Bournville. Although they had a bold vision for the building, they needed a new name and a complete brand to make it sing.

Our brand strategy was to bring a fresh concept of living to Bournville by repositioning The Franklin as a contemporary oasis, one that offers the best of both worlds: modern living in a leafy village for their discerning buyers.

Building the brand

Bournville is known for being a traditional, green suburb with lots of heritage – not somewhere you’d expect to find contemporary new apartments. We spotted an opportunity to reposition this garden village as a destination for city professionals that wanted something different.

We created a suite of brand materials that would capture attention in a crowded property market and deliver sales. We crafted a new visual identity, typography, brand assets and a website to match these one of a kind properties.

Our challenge was to create a brand that brought together all of The Franklin’s contradictions: inspired by 1960s design but utterly contemporary, set in peaceful green Bournville but 12 minutes to cosmopolitan Birmingham and the soon to open New Street and Grand Central, this is a property with a bold vision that truly could offer something different.

Casting our spell

In a property market full of ultra-modern visual identities and an abundance of CGIs, we wanted to do something different. Our team of creatives harked back to the building’s heritage and history, using classic 1960s design as inspiration for the logo, elegant palette and typography. As a result, The Franklin’s new brand is contemporary, stylish and full of character – perfect for pioneering luxury apartments.