Castle Fields Place Brand

Services

Art Direction, Brand Identity, Copywriting, Design, Destination Story, Photography, Print Management

Sector

Property & Placemaking

Designing a distinctive destination for quality coastal living

The Brief

Aimed at families and dual income couples looking to up-spec, as well as ageing premium downsizers, our task was to craft an identity that signalled quality, maturity and exclusivity. With an adjacent site, a key objective was to create a sophisticated and reassuring style that established Harrison Homes – and therefore Castle Fields – as the premium choice. Consideration also needed to be made to the development’s large variety of individual homes – comprising 16 styles across 38 units – and how this unique, contemporary approach could be reflected in its look and feel.

Background

Castle Fields is an exclusive development by Harrison Homes, lying within the former grounds of Sneaton Castle, on the outskirts of the historic seaside town of Whitby, North Yorkshire. Surrounded by heather filled moors and the blissful beauty of the coast, the site provides serenity and vibrancy on the edge of one of the UK’s largest national parks. Consisting solely of detached homes, some properties will even have a direct view of the castle itself.

The Solution

The first task was devising a distinct destination proposition. Building on a promise of quality coastal living, we created a place brand that leans on the site’s rich heritage while offering a safe, dignified and timeless quality. A refined logo is complemented by sophisticated typography and a sedate photography style evoking an assured quality of life.

Designing a distinctive destination for quality coastal living

The Brief

Background

The Brief

The Solution

Illustrating traditional roots and a timeless feel

By taking its unique location, literal name and natural scenery, we illustrated an abstracted silhouette of the castle itself, along with the raised path towards its historic priory. The modern heraldic symbol also gives a subtle nod to the development itself, with an outlined house and door sitting in the foreground of the castle.

Supporting the logo is a premium yet understated colour palette partnered with a flared serif typeface showcasing clear, delicate letterforms and punctuated chiselled angles. Offering a pure and crafted feel, the font has traditional roots but has been designed to work in a contemporary setting, allowing it to feel familiar and legible across all platforms.

Castle Fields the best of town, country and coast.

Scripting sophistication, quality and reassurance

Before delving into logos, type choices or colour palettes, the verbal execution of the brand was devised. With a clear buyer profile of secure, non-trendy, safety conscious families and couples, any destination promise needed to feel mature, sophisticated and somewhat reassuring. Quality coastal living summed up this single minded proposition in just three words. This guarantee aligns the needs of the audience with the offering of homes and the surrounding area.

Copywriting was also completed for marketing materials, predominantly covering the brochure and hoarding. Messages were loosely broken down into introductory copy, an expanded description, local context and development benefits, which can also be used across websites and social media.

Capturing coastal heritage and tranquil calmness

To bolster the marketing toolkit across online and tangible collateral, we directed and executed in-house photography with a focus on reflecting Castle Fields proposition of quality coastal living. Everyday shots combine with scene setting to highlight Whitby’s unmistakable coastal heritage, as well as its lifestyle promise.

The photography style conjures a particular sense of tranquillity and calmness. Peaceful landscapes and still waters hint at a slower, more appreciative pace of life that’s offered in this intimate corner of North Yorkshire.