City Lights Point
City Lights Point is one of London’s most exclusive BTR offers. Located on Elephant Park, in London’s Zone 1, this 27 storey block features a range of luxury apartments offering outstanding 360° views over London which are at their most impressive at night (hence the name). Here guests can expect an elevated style of living in all respects: all the amenities of Living by Lendlease coupled with a penthouse amenity floor; with a 24-hour gym, sky lounge, games room, indoor garden sanctuary and co-working space. This really is BTR at its very best. Chocolate Ltd were asked to provide the building with a brand and story to suit.
We provided the client with a number of options around the marque, settling on one that stood out above all, referencing the beautiful lines and shapes created by city lights when photographed with a long exposure. The resulting brand uses these shapes as the basis of a design pack that includes signage, hoardings, film, digital and press advertising, web and social content. We chose a colour palette that softened the colours taken from the bright city lights, paired with a rich dark green, giving a nod to the building’s parkside setting and luxurious living. The typeface screams elegance and boutique which mimics the curves and waves of the primary logo.
For accompanying photography, we hit a rich vein of content featuring images of London at night, taken from both street level and the penthouse floors. For continuity we used the same effects across our promotional film, creating a light wand which creates seamless transitions between sequences, weaving the brand principals through the piece and representing elegance and style.
Messaging was supported by our line ‘Live the high life’ – cleverly positioning the brand to its wealthy audience whilst stating the factual – the line runs through all communications including hoarding, wayfinding and signage elements which completed the customer journey. The resulting brand is memorable and has resonated well with its audience.