How we gave a premium BTR its own personality

Not every building in a portfolio should look or sound the same.

When we started working with Lendlease on its BTR offer at Elephant Park, we were creating brands for buildings that shared the same overarching promise – Rent Extraordinary – but offered quite different experiences.

Park Central East and Park Central West came first.
Then came City Lights Point.

And this one needed to feel different.

At 27 storeys, City Lights Point was a more premium proposition, with spectacular views across London and a penthouse amenity floor including a 24-hour gym, sky lounge, games room, indoor garden sanctuary and co-working space.

So rather than simply applying an existing BTR identity, we created a personality specifically around what made this building special.

The view– Particularly at night.

The identity was inspired by the streaks, curves and shapes created when city lights are photographed using long exposure. Those forms became the basis of the marque and a visual language that flowed through the entire brand.

We softened colours taken from the city lights themselves and paired them with a rich dark green, referencing both the building’s parkside location and its more luxurious positioning.

Then Emma Rein and Mitchell Finlay took the same thinking into film.

Night-time photography, shot from street level and the upper floors, was combined with a moving “light wand” that sweeps between sequences – taking the idea behind the identity and bringing it to life in motion.

And the message?

Live the high life.

A simple line that described both the physical reality of living there and the lifestyle we were selling.

Same location.
Same parent offer.
Different building.
Different audience.
Different story.

Because good brands shouldn’t start with what makes things the same. They should start with what makes them different.