Creative insight:

Victory Pier

Creative insight:

Victory Pier

Background

Following a creative pitch in 2013 Completely Creative was appointed by

Berkeley Homes to work on the development branding and marketing materials for Victory Pier. Fast forward six years and we have just completed the fifth brochure and associated deliverables for the final phase of the Medway Waterfront development.

Forming part of the Medway Regeneration Masterplan, Victory Pier is a large mixed-use scheme comprising residential apartments, retail and leisure units, student accommodation and a hotel. The development’s waterside location, public open spaces, on-site gyms, and WIFI lounges complemented by the apartment’s specification, good transport links and proximity to 4 university campuses make an attractive proposition to owner occupier and investors alike.

Completely Creative has worked closely with the Berkeley Homes team to keep Victory Pier’s marketing looking fresh and relevant through every stage of the developments multi-phase build and sales program, including a brand refresh half way through the project.

“We drew inspiration from the beauty of a waterside vista at dusk or dawn”

Brand Strategy

Research told us that the four largest target markets for the apartments at Victory Pier were first-time buyers who were renting on areas they couldn’t afford to buy in, downsizers, UK investors and overseas investors. The strength of the Berkeley brand, the quality of build and the benefits of the waterside location alongside the demand for accommodation all informed our creative approach.

We focused on the luxury waterside lifestyle the development provided occupiers. Our visual strategy was VIP Vibrancy. We drew inspiration from the beauty of a waterside vista at dusk or dawn.

“We focused on the luxury waterside lifestyle the development offers”

Execution

We used the horizon line as a visual element to create a unique pattern for each phase. The patterns were designed with vibrant colours complemented by the rich deep blue of water at dusk or dawn. We also used a metallic copper to highlight headlines and further build the theme.

We designed and printed beautiful lay-flat brochures that presented the imagery and CGIs In the best possible light. The covers were printed on blue card used holographic foil to pick out the line designs and copper foil for the development name.

The hoarding used a combination of techniques to achieve te desired effect including built-up acrylic lettering, coloured LEDs and copper vinyl.

We also produced press advertisements, launch invitations, local area guides,

marketing suite graphics, signage, flags and signage.

Different Magazine | Issue 13