Clapham Park

Making large-scale regeneration feel inclusive

Client

Metropolitan Thames Valley

Project

Clapham Park

Services

Brand strategy, Brand identity, Destination story, Naming, Design, Photography, Copywriting, Web, Art direction, Print management

Sector

Property

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.

Background

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.

Clapham Park Ariel View

CGI supplied by Metropolitan Thames Valley

Clapham Park Your Place to Be

Layers of meaning

The brochure contained multiple paper stocks and print processes carefully selected to continue the layered theme of the Clapham Park symbol.

Clapham Park

Vibrant translucent overlays kept up energy and interest, highlighting key information.

Clapham Park Brochure Top Down
Clapham Park Brochure fold detail
Clapham Park Brochure Spine
Clapham Park Brochure Pocket
Clapham Park Brochure

Embossed fibrous textures on the cover brings things back to the green heart of the project

Clapham Park Inserts
Clapham Park Website

Dynamic Mark

Clapham Park is many different things to many different people. One mark is not enough, so to foster ownership we created a dynamic mark that could be customised. One part abstraction of the initials CP and three parts simplified aerial view of the development. Our dynamic mark is made up of layers and patterns that represent the green heart of Clapham Park, the iconic buildings encircling its crescent and finally its diverse, eclectic urban surroundings.

Clapham Park Multi Identity
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

Clapham Park Hoarding with London Bus
Clapham Park Photography
Clapham Hoarding

Character panels only held part of the symbol at their edges because Clapham Park only exists when people come together.

Clapham Park Hoarding
Clapham Park Hoarding
Clapham Park Photography
Clapham Park Tote Bag
Clapham Park Branded Key Rings
Clapham Park Branded T Shirt