Fred thoughts
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We Are Fred designs 'London' concept for new Brodie Property Group site.
Nov 2018

Local residential property developer, Brodie Property Group, in partnership with South East Property Developers appointed We Are Fred to help devise a concept for their new scheme in the heart of Chelmsford.

Once complete, Signal Yard will comprise of 14 two-bedroom apartments and three commercial units. The new homes are aimed at young professionals looking for property that is accessible for London commuting.

With this in mind, We Are Fred came up with a funky and vibrant brand identity for Signal Yard that makes use of a strong and punchy orange colour palette with a ‘London edge’. Taking inspiration from the station location and close links to the Capital, the marketing material manages to accurately depict the look and feel of the development.

We Are Fred has so far designed the branding, logo, marketing brochure and signage for the site. Playing to the target audience, the creative team has also put together a short video to promote the properties. The trend for videos continues to grow as young professionals respond to visual marketing that is sharable across social media channels.

Warren Brodie, CEO, Brodie Property Group, said: “Building a unique and highly desirable development is only one half of the challenge. The second half is finding a way to market a site, which is still at foundation level, to potential buyers. The marketing needs to create an aspiration and desire to not just own the property, but to be part of something and We are Fred did this very effectively.

Nick Street, Co-founder and Creative Director, We Are Fred, said: “For Brodie Property Group we wanted to create a concept that really reflected the high quality and standards of the build at Signal Yard.

“The locality of the apartments provided the perfect source of inspiration and with a number of so called millennials migrating to Chelmsford to purchase property we knew that the brand needed to look cool, vibrant and have that exclusive London feel about it.”

The site is due for completion in summer 2019.

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