GRT
Living London
at its buzziest

Client
The Guinness Partnership
Agency
Wordsearch
Deliverables
Brand / Print / Online / Digital / Advertising / Sales Centre Graphics / Hoarding

Overview
The Guinness Partnership is one of the largest providers of affordable housing and care in England. Originally founded as a charitable trust in 1890 by Edward Guinness to help homeless people in Dublin, the company now builds and provides affordable homes with care and support services for over 150 local authorities throughout the UK. They also build developments for private sales to raise capital investment for future affordable housing projects.

Brief
The challenge was to create an identity, brand and marketing materials for the company's development alongside the Grand Regent Canal in Bethnal Green, built specifically for private sales to fund further social housing and care projects.

Response
Revelling in Bethnal Green's eclectic atmosphere, I created a bold and colourful brand identity reflecting the area's buzz and diversity. Inspired by the festivals, markets and activities throughout the local area, Victoria Park and the Grand Regent Canal, a combination of photography, colour, hand-illustrated and Raisonne typography reflected the scrapbook effervescence of the neighbourhood, encouraging buyers to engage with the community. A website was produced as a residents' noticeboard promoting local activities and events, with tiered collateral targeting different price points. The marketing suite, hoardings and digital elements showcased the excellent build quality and panoramic City views.