Longbridge regeneration
St. Modwen Development Ltd - UK property developer
Take one infamous car plant covering 468 acres and turn into the largest regeneration project in the Midlands - a tough task for developer St Modwen.
Excited to be involved with such a large scale, high profile project from the beginning, we took on the task to create a cohesive brand and marketing campaign - whilst St. Modwen got on with what they are good at.
The challenge ahead involves taking existing perception that Longbridge is an industrial wasteland on the edge of Britain's second city and turning that around to St. Modwen's vision of the future - a new town that will provide a mix or employment, residential, education and leisure facilities.
The Longbridge identity takes its inspiration from the surrounding Lickey Hills and Cofton Park to distance itself from the region's industrial heritage. The identity consists of an umbrella brand with individual areas of the development having their own identifying colour.
The identity had to be applied to multiple signs, multiple formats across this the whole development. The application across different sectors of the development identified key areas of change.
The spearhead to the scheme was the £100 million Technology Park and Innovation Centre. Marketing of this zone had to be people focused - aimed at small and start up businesses in the technology sector. Using models and commissioned photography we were able to portray the hub of activity that the Centre will become. The overall look for brochures and advertising for the Technology Park had to convey a feeling of business like efficiency and quality without compromising on style. Outlook was created to inform current and potential occupiers about the real people involved with the Technology Park in a friendly magazine format.
The marketing suite, within the flagship Innovation Centre, needed to reflect the scale of the project. A stylish mix of the brand, 3D images and commissioned photography all combine to give positive and informative messages regarding the future of the area.
With such a large scale project the website has to appeal to a variety of audiences whilst still maintaining brand consistency. With users from the local community through to new businesses and potential investors the Longbridge website has to be both informative and interesting.
The bright colours identify different sectors of the development and the website provides a broad mix of news and detail about the future of Longbridge, in both online and downloadable format. Information about the Technology Park and the activity at the Innovation Centre is constantly updated performing a crucial role in marketing the scheme.
