Signal Park Place Brand

Services

Art Direction, Brand Identity, Brand Strategy, Consumer Testing, Design, Naming

Sector

Property & Placemaking

Giving the green light to London regeneration

The Brief

This modern, spacious and community-centric development will play a crucial role in the wider area’s exciting regeneration. As a result, an authentic and inclusive identity was needed that empowers and unites new and existing residents alike, drives ownership and remains fiercely optimistic. The brand also needed to build on attributes such as connectivity, open space and aspiration to conjure a sense of movement, discovery and freedom. This is quality living that’s fresh, sustainable and at the heart of Tolworth’s transformation.

Background

Located in Tolworth, Signal Park is a collection of apartments set within the Royal Borough of Kingston upon Thames, south west London. The site has been identified as a key development within the Borough for a number of years. Armed with a new masterplan that utilises the existing assets of Tolworth while creating a harmonious residential environment, the flagship project is finally reaching fruition.

The Solution

The outcome is a brand that plays on a unique blend of affordable, modern living with the connectivity to explore and the freedom to discover. Visually and verbally, the identity takes inspiration from the vibrancy of the city, while building on key local themes of community and nature. All of these combine to make a unique and enriching brand that reflects much more than a conventional suburban retreat or city-fringe development.

Giving the green light to London regeneration

The Brief

Background

The Brief

The Solution

Signalling a new beginning

The first task was to create a name and development proposition. This was a blank canvas to create something fresh and exciting that could breathe new life into a site that had so far failed to deliver.

Signal Park was developed from the site’s close proximity to Tolworth Station — offering connections to central London in just 30 minutes — while also hinting at green environments and wide open spaces. At the same time, the name also acted as a metaphor for a new beginning both in a lifestyle and regenerational sense. This is a new chapter for Tolworth and its people to build pride in place; a new chapter for prospective residents where living takes centre stage.

Before we got to this stage, a shortlist of names was tested with a consumer base modelled on the development’s key audience, providing Guinness with the unique opportunity to stress test the name with demographically targeted respondents. Using Attest’s rapid and powerful survey tool, we gauged responses and gained valuable insight that directly informed the key creative and strategic decisions.

Adding curves to straight lines

The logo wordmark features a linear, track inspired font with the shape of the A’s tweaked to form a gradual curvature. This gives a nod to Tolworth Station’s striking art deco style, replicating the concrete canopies that cover the platform. Just like the naming and colour palette, a green light is added to reinforce a feeling of movement, progress and new starts.

All of the lights

Born from hazy, night time signal lights on train tracks, the palette creates a unique primary coloured brand that sets it apart in a typically neutral place brand landscape. The visual choice also alludes to signalling a new journey and a new beginning, carrying along the same track as the naming direction.

A spectrum of tones are used to denote build phases, starting from reds and ambers to yellows and darker greens. This shines a light on a feeling of progress, with the same gradients also used across hoarding, brochures and top level photography.

Freedom to discover

Whether it’s nearby history, convenient local amenities or one of the world’s most visited cities, Signal Park is connected to everything you need. The strapline leans on this promise as the perfect base for work, rest and play.

Its agile nature means it can be adapted across campaigns, key audiences and even the lifespan of the development. At Signal Park you don’t just have attractions to discover, you have the freedom to discover.

“As a flagship project that’s set to play a key role in the wider regeneration of Tolworth, Signal Park needed to empower residents and drive ownership. Better’s process saw them immersed in the development from the outset, understanding the area’s history as well as its future potential. The result is a proposition that’s built on a DNA of community, connectivity, space and discovery — the perfect blend for a unique and enriching brand that reflects much more than a conventional suburban retreat or city-fringe lifestyle.“

Rob Carter

Marketing Manager, Guinness Homes