Stripes graphic

Alconbury Weald

Positioning, brand, brochure design and implementation.

THE BRIEF

Crest Nicholson are in the process of building just under 200 new homes in Cambridgeshire. Part of the Alconbury Weald consortium development which will become one of the largest of its kind in Britain, delivering 5,000 homes, a health centre, schools, a cricket pitch and an Enterprise park.

 

We went in to pitch against some strong competition, including a long-term partnered agency and were successful in delivering some forward-thinking and fresh ideas to the marketing team. Soon after, we received the brief, Alconbury Weald required branding, positioning, a brochure and full suite of marketing collateral, as well as a more economical and different way of delivering the brochure to prospective buyers.

Open brochure spread
Stack of brochures
Open brochure spread
THE PROCESS

We knew that the branding needed to stand the test of time and be sympathetic to the history of the area, with this in mind, we took our inspiration from the site’s airfield heritage. Utilising the colourful WWII pilot ribbons, we used abstract stripes, paired with a contemporary typeface to create a unique brand.

 

The target audience of young families and working professionals, steered the brochure design heavily, creating something modern and vibrant.

 

The delivery of the brochure was not the standard print and paper, by digitising the brochure to include video and linking this to a landing page, we were able to load this on to a branded USB to give out to prospective buyers. Not only does this reduce the carbon footprint but it creates a seamless user experience and reinforces the brand within buyer’s homes. The Fred team are always looking for new ideas and forward thinking, to ensure our clients stand out from the competition.

  • "We took a piece of British history and made it current and timeless. The colours of the military ribbons was an excellent starting point to propel this brand across all demographics, appealing to a wide audience of future generations while holding onto the past."
    Nick Street,
    Creative Director

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