Portfolio > Urban Eden | Campaign Identity & Signage

Urban Eden

Campaign Identity & Signage

Urban Eden marked the beginning of a new range of creative assets for Broadgate Estates. Created by Chocolate Ltd the new creative direction saw the introduction of bold, simple headlines containing strong, impact messages and beautiful, sophisticated imagery.

The Urban Eden campaign gave us an important asset. All point of sale and outdoor advertising was designed specifically to make it easy to read, remember and react to the single message. The headline became the ‘beginning of a story’ to prompt a reaction to find out more. The details of events and exhibits we then listed on the website, leaflets and through social media.

The story not only supported the activities and events taking place on campus at Broadgate, Paddington Central and Regents Place but also gave us a platform to describe the ‘green’ policy adopted by the landlord, British land. The graphics show greenery, flowers and vines emerging from cracks in concrete – British Land are dedicated to providing their tenants with greener, fresher places to work so the campaign helped to fulfil what could have been a complex communication to consumers in as simple a way as possible.

Digital is key to all communications at Broadgate and the Urban Eden campaign gave us an opportunity to create some beautiful digital animations for use in social channels, web graphics and strategically-placed outdoor screens around stations and the campus.

Clean, simple messaging is key to engagement and the Urban Eden campaign has attracted the highest recall of any of Broadgate’s campaigns to date.

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