Lovell – Trinity Woolwich Helping home buyers find beautiful homes in Woolwich, one of London’s most ambitious strategic housing projects Brief Revitalising a historic neighbourhood. As part of the Woolwich Estates Renewal Programme, Lovell Homes has an ambitious 12 year programme to transform 3 run-down council estates into 1,500 high-quality, mix tenure homes. Working closely with the London Borough of Greenwich and asra Housing Association, this flagship scheme (Trinity Woolwich) will play a key role in enhancing communities and rejuvenating the area to make the borough an even better place to live. Aim of the project Our challenge with this project was two-fold. Firstly to create a timeless brand that has the longevity and flexibility to evolve over a 12 year period, and secondly to create appeal for a neighbourhood that is currently undergoing a process of evolution. We wanted to envisage the emerging future of Woolwich, whilst still remaining true to its heritage and vibrant local community. Client: Lovell Services: Branding, website, marketing Sector Home builders Approach Due to the long running nature of the scheme, we created an overarching brand (Trinity Woolwich) to be the anchor point and cement the big vision. We were inspired by the areas rich, historical past and wanted to bring this to the forefront. Our theme was set around ‘affordable aspirations’ with the sentiment ‘Explore the past, live in the present, plan for the future.’ The ‘T’ shape became our main mark (playing on the ‘Trinity’ and the 3 phases) and represented a solid, safe investment. We avoided any ‘on-trend’ design styles and instead used strong, clean lines and an elegant typeface to give a timeless feel. From this, we created 3 subsequent sub brands to represent each development (Trinity Walk, Trinity Rise and Trinity Park) and allow us the flexibility to adapt the messaging suitable for each one as build started. Trinity Walk Trinity Walk was the first development to go to market. It was important as part of our strategy that although we wanted to encourage new people into the area, we didn’t want to alienate those already living there – giving the notion of rejuvenation rather than redeveloping. We set our campaign around ‘Your Woolwich Your Home’ and included the local community and schools ideas in our initial hoarding designs and block naming to make them feel part of what was happening. Our marketing efforts were initially focused on the local SE18 area as part of our campaign and included an exclusive soft launch event (marketed via mail drop and e-shot). Other marketing materials involved both print and digital mediums and included on site signage, website, marketing suite, press and tube station adverts. The phasing of the Trinity Walk property releases meant the brochure needed a flexible approach especially in terms of floorplans. We designed a pack style brochure which allowed us to create mini floorpans booklets with each block launch – making it more cost effective as well as easier for the sales team and clear for buyers.