Chelsea Barracks
A love letter to Belgravia
Client
Qatari Diar
Agency
Hunter
Deliverables
Revised Brand Model / Brand Narrative / Tone of Voice / Style Guide / Writing Toolkit
Overview
Qatari Diar's Chelsea Barracks is one of London's most distinguished residential addresses, transformed from military grounds into luxury residences and landscaped gardens. With new development phases underway, the opportunity arose to expand into a comprehensive lifestyle destination featuring retail, dining and community programming.
Brief
The challenge was to develop a new brand strategy that honoured the site's heritage whilst broadening appeal beyond luxury housing. Working closely with our writers and strategists, we needed to reframe Chelsea Barracks as an integrated lifestyle ecosystem blending wellness, recreation, dining and community.
Response
I developed a comprehensive style guide with fresh messaging that positioned Chelsea Barracks as more than a residential address — an integrated lifestyle destination. The resulting strategy expanded the brand's reach whilst respecting its prestigious heritage, creating a platform that could accommodate future phases of retail, dining and community programming.
