Blueprint is a multi-award winning developer that specialises in the development of sustainable homes and sustainable workspaces. They approached We Are Fred to start working with them to refresh the creative and marketing for future phases of their Trent Basin development in Nottingham.
Trent Basin is a riverside neighbourhood of low energy homes and apartments designed by award-winning architects, located on the banks of the River Trent and overlooking an inland dock rich in history. Phase 3 was where our story with Trent Basin has begun.
For this project, we broke the norm when it came to producing the development literature for the site. The site itself is inspiring with its approach to low energy homes and we wanted to create a sustainable solution to replace the printed brochure. Not only for the environment, but also a platform that will last through the lifestyle of the development to create a more cost effective approach. The brochure at Trent Basin became a bespoke microsite and animated digital floorpan brochure which can be downloaded to view a closer look at the homes.
As a regeneration site, we also came up against the challenge of its location and selling in the vision – whilst surrounded by industrial units. We identified the need to reposition the development and create a new approach that would promote the development and its future vision – both in design and words. Our copywriting team created a tone of voice for the brand that would resinate with buyers and be sympathetic to the riverside development – Immerse yourself into Nature.
To help bring this unique location to life, we filmed and produced a video that is front stage and centre on the website. It creates a unique sense of place that you wouldn’t be able to visualise within flat, printed literature – and the response has been hugely positive.
The CGI work was also a key part of the success of the digital strategy behind this project. We created external CGIs in daytime and dusk mode, internal CGIs and 360 views. From these, we can bring them to life through animation and movement to create a real sense of place in place of the real thing.