Turning an address into a landmark
Client
Metropolitan Thames Valley
Project
The Rise Place Brand
Services
Sector
The Brief
Metropolitan asked us to create an identity that reflected this development's role in the area's exciting regeneration. Something upbeat, refreshing and positive.
With little site history to draw on, the development's most interesting elements were the structural design - the way its buildings transition from existing pre-war two storey terraced all the way up to modern high rise office space.
The biggest challenge was the name … a typically uninspiring address: 255 Ealing Road.
This development by Metropolitan is set to play a significant role in the growth of one of North West London’s most exciting redevelopments.
Alperton is fast becoming an attractive and thriving place to be. And as this part of London reaches new heights, this development provides a chance to be a part of a young, bustling and progressive community.
The Solution
With a competing development just down the road called ‘243 Ealing Road’ we began the project by dispensing with the address and establishing a new name for the project: The Rise.
The Rise was a positive metaphor for the regeneration - a new start, a new day, sun rise, positivity, growth. It also tied in nicely with the development's distinctive stepped silhouette.
This name acted as the catalyst for a place brand that reflected all the positive associations of the name. A warm, bright, modern identity heavily inspired by the development's unique design and structure, with the buildings themselves literally rising from the surrounding streets.
Turning an address into a landmark
The Brief
Metropolitan asked us to create an identity that reflected this development's role in the area's exciting regeneration. Something upbeat, refreshing and positive.
With little site history to draw on, the development's most interesting elements were the structural design - the way its buildings transition from existing pre-war two storey terraced all the way up to modern high rise office space.
The biggest challenge was the name … a typically uninspiring address: 255 Ealing Road.
This development by Metropolitan is set to play a significant role in the growth of one of North West London’s most exciting redevelopments.
Alperton is fast becoming an attractive and thriving place to be. And as this part of London reaches new heights, this development provides a chance to be a part of a young, bustling and progressive community.
Metropolitan asked us to create an identity that reflected this development's role in the area's exciting regeneration. Something upbeat, refreshing and positive.
With little site history to draw on, the development's most interesting elements were the structural design - the way its buildings transition from existing pre-war two storey terraced all the way up to modern high rise office space.
The biggest challenge was the name … a typically uninspiring address: 255 Ealing Road.
With a competing development just down the road called ‘243 Ealing Road’ we began the project by dispensing with the address and establishing a new name for the project: The Rise.
The Rise was a positive metaphor for the regeneration - a new start, a new day, sun rise, positivity, growth. It also tied in nicely with the development's distinctive stepped silhouette.
This name acted as the catalyst for a place brand that reflected all the positive associations of the name. A warm, bright, modern identity heavily inspired by the development's unique design and structure, with the buildings themselves literally rising from the surrounding streets.
“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