Making large-scale regeneration feel inclusive
Client
Metropolitan Thames Valley
Project
The Clapham Park Place Brand
Services
Sectors
The Brief
Clapham Park needed an identity system that helped inspire ownership and optimism amongst existing residents, while still remaining aspirational and exciting to new buyers.
Above all else this had to be a positive, unifying and inclusive brand.
Clapham Park by Metropolitan is Europe's largest regeneration project. The site consists of close to 2500 homes, spread over 36 hectares in south London.
The long running project provides residents with a brand new or refurbished home as well as delivering a number of other improvements to make it a better place to live for the community. As well as homes for rent, the regeneration will provide new homes for outright sale and shared ownership; a new school; a new nursery; better green spaces; and space for businesses and shops.
A myriad of different cultures and demographics call this green pocket of South London ‘home’ but – after a series of disappointing stops and starts – belief and trust is at a low.
The Solution
Green open spaces are the heart and lungs of Clapham Park but its diverse population forms the soul, with their edgy urban surroundings being the electricity that brings the place to life. With such a long road ahead and such a diverse community, we needed to create an open, flexible brand that inspired co-ownership. Metaphorically - and literally - this is an 'unfinished brand’ because the full reality of the development doesn’t exist yet, so leading with the unfinished strapline of 'Your place to be...' helped to suggest acceptance, comfort, ease and even relaxation. This open ended phrase also allowed us to create multiple executions to amplify key benefits for different audiences, both as global descriptors and as highly personalised statements. Clapham Park is a global village green with deep roots. Our concept reflects this, by celebrating its green heart and diverse community.
Making large-scale regeneration feel inclusive
The Brief
Clapham Park needed an identity system that helped inspire ownership and optimism amongst existing residents, while still remaining aspirational and exciting to new buyers.
Above all else this had to be a positive, unifying and inclusive brand.
Clapham Park by Metropolitan is Europe's largest regeneration project. The site consists of close to 2500 homes, spread over 36 hectares in south London.
The long running project provides residents with a brand new or refurbished home as well as delivering a number of other improvements to make it a better place to live for the community. As well as homes for rent, the regeneration will provide new homes for outright sale and shared ownership; a new school; a new nursery; better green spaces; and space for businesses and shops.
A myriad of different cultures and demographics call this green pocket of South London ‘home’ but – after a series of disappointing stops and starts – belief and trust is at a low.
Clapham Park needed an identity system that helped inspire ownership and optimism amongst existing residents, while still remaining aspirational and exciting to new buyers.
Above all else this had to be a positive, unifying and inclusive brand.
Green open spaces are the heart and lungs of Clapham Park but its diverse population forms the soul, with their edgy urban surroundings being the electricity that brings the place to life. With such a long road ahead and such a diverse community, we needed to create an open, flexible brand that inspired co-ownership. Metaphorically - and literally - this is an 'unfinished brand’ because the full reality of the development doesn’t exist yet, so leading with the unfinished strapline of 'Your place to be...' helped to suggest acceptance, comfort, ease and even relaxation. This open ended phrase also allowed us to create multiple executions to amplify key benefits for different audiences, both as global descriptors and as highly personalised statements. Clapham Park is a global village green with deep roots. Our concept reflects this, by celebrating its green heart and diverse community.
Layers of meaning
Dynamic Mark
“Metropolitan appointed Better as lead agency as we were really impressed by their process, experience, passion and energy. Following their work on the place brand for our flagship development at Clapham Park, we are also looking forward to working with Mark and the team at Better to develop scheme led brands for a number of our other development projects across the South.”
James Chatt Collins
Sales and Marketing Director, Metropolitan Housing
