New Mill Quarter
Branding and Marketing
New Mill Quarter is a new residential development is Hackbridge, London that offers an exceptional living experience to residents by delivering on its commitment to quality and affordability.
The brand needed to resonate with potential first time buyers so I crafted the tagline “the exceptional everyday” which encapsulated the development's commitment to quality and location while remaining accessible.
The target audience consisted of style conscious young professionals and families, so our visual approach drew inspiration from the trend of bold feature wallpaper, celebrating individuality and diverse tastes through a variety of different patterns.
To bring the brand to life, we developed four distinct pre-completion brochures, each cover showcased a unique wallpaper design to differentiate the different size properties. The thread-sewn binding added a tactile quality, reflecting the craftsmanship within the apartments.
For the post-completion phase, we created a premium case-bound brochure featuring a copper foiled logo and pattern that emphasised the high-quality finishes and design elements of the properties. This premium styling was consistently applied to the website and all marketing materials, ensuring a cohesive brand experience.
The project unfolded through a structured approach. We began with thorough research and conducting market analysis to understand the target demographics and competitor offerings. Engaging with stakeholders allowed us to gather insights and align the brand with the vision for New Mill Quarter.
The branding for New Mill Quarter successfully captured the essence of a vibrant, high-quality living experience in Hackbridge. By focusing on the tagline “the exceptional everyday” we created a narrative that resonates with potential buyers, showcasing the unique blend of affordability and quality. The use of bold design elements and premium materials reinforced the brand's commitment to excellence, positioning New Mill Quarter as an attractive choice for modern living.
