Park Central Branding

How we built twin bands for two luxury BTR apartment blocks in London’s zone 1.

Brand Identity, Digital, Film, Hoardings, Signage

We created two identities for these 350+ apartment buildings in Elephant & Castle. Following cues from the interior palettes we gave each a brand a Nordic edge reflective of their parkside location. Care was taken to give each its own individual flare whilst sharing characteristics so they could be combined in advertising.

Park Central East brochure with a tan cover and a gold tree design, open at a “Live Central” spread of gold-edged photosPark Central West brochure with a grey cover, open at a “Live Central” spread showing apartment buildings
Black Park Central East business cards with the gold foil tree logo

Gold for East and a silver palette for West, type arranged left for West and right for East. We added playful characteristics to each brand identity whilst maintaining an elegance befitting the positioning of each place.

The resulting identities are memorable and complementary to the secondary advertising campaigns used to connect them with their audiences.

Two mugs on a dark cloth and a gold surface, one printed for Park Central West and one for Park Central East
Park Central West website shown on a tablet and a phone
Park Central West brand guidelines pages in grey, showing tone of voice, logo, colour palette and photographyPark Central East brand guidelines pages in tan, showing colour palette, logos and stationery
Living by Lendlease window advertising reading “Come & take a look”, with a man laughing at a laptop and a welcome home doorLiving by Lendlease window advertising reading “Want a sneak peek?” and “Something exciting is coming soon”Living by Lendlease window advertising reading “Be the first to know”, with a woman cooking and two men on a sofaLiving by Lendlease window advertising reading “Rent it like you own it!” and “Sign up to be a VIP”

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