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 pitched against a selection of agencies, including a long-term creative partner and were successful in delivering some forward-thinking and impactful ideas to the marketing team. The We Are Fred team then delivered all the branding and positioning, a beautiful brochure and full suite of marketing collateral, as well as a more economical and different way of delivering the brochure to prospective buyers.
Crest Nicholson are set to build 95 new homes in the sought-after village of Steeple Claydon. Sitting within a stunning, rural pocket of Buckinghamshire, this development will offer a mix of 3, 4 and 5 bedroom homes, perfect for first time buyers and growing families.
We won a 3-way pitch, which included the existing agency and were successful in delivering a design route that appealed to our target market, was sympathetic to the countryside setting and a fresh approach that impressed the marketing director. We soon received the brief to position, brand, design and print the brochure.
We knew that this brochure needed to be something stand out and special, a piece of printed material that reflects the quality of the homes. When branding a rural development, the temptation to go down the illustrative, rustic route is strong but we knew that Claybourne needed to stand out against the competition in the area. With the use of an image of a leaf, we were able to add a nod to the countryside, while remaining modern and current. Pairing this with textured layers throughout the brochure, gave this development the sympathetic feel without being dated.
Our approach to the printed finishes of this brochure went hand in hand with the initial concepts, ensuring the design was enhanced by the materials, foils and techniques used.