A conversation with Amber Hawkes , Marketing Director at Bywater & Nick Street, Founding Partner at We Are Fred®
[Amber]
“Eighteen months ago, we set out with a simple brief: to bring more clarity, consistency, and creativity to the Bywater brand and align it with our future growth strategy as we move into the residential sector. What’s evolved since then is something far more meaningful, a partnership that’s gone beyond the brief.
At Bywater, we’ve always believed that our brand should reflect the ambition, integrity, and innovation that defines our business and our projects. But articulating that consistently across every touchpoint, whether it’s a brand architecture strategy or a social post, requires more than just good design. It requires a team that understands us from the inside out. That’s where We Are Fred came in”
From supplier to strategic partner
[Nick]
“What began as a project-based relationship quickly grew into something more. Fred didn’t just deliver assets; we asked the right questions. We challenged assumptions and embedded ourselves in the Bywater ethos, partnering directly with Amber’s marketing and extended brand team. Together, we’ve curated a cohesive brand experience that builds trust and drives engagement across all stakeholders, while recognising and celebrating the very values that Bywaters’ brand endorsement delivers. The visual and verbal identity is not only distinctive but effectively communicates to their diverse audiences.
Unifying a brand while strengthening the foundations
[Nick]
“Over the past 18 months, in partnership with Bywater, we developed a unified brand platform for Bywater. Designed to be flexible, future-proof, and unmistakably human, it enables the brand to speak with clarity to every stakeholder, from investors to the community. But perhaps most importantly, we’ve built trust. The kind of trust that allows for honest conversations, bold ideas, and shared ownership of the brand’s direction”.
Why it matters
[Amber]
“In a world where brands are built in moments, on screens, in meetings, through word of mouth, consistency and authenticity are everything. Having a creative partner who understands your business, your audience, and your ambition isn’t a luxury. It’s a necessity.
We’re proud of what we’ve achieved together so far. And we’re even more excited about what’s next. Because when you go beyond the brief, you don’t just build a brand. You build a partnership”
There is no clearer evidence of our collaboration than the recently launched Bywater website:
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