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Clippers Quay for Grainger

Selling aspiration

Grainger is the UK’s largest listed residential landlord. Its largest development, Clippers Quay, an aspirational residential space in the heart of Manchester’s thriving Salford Quays area, showcases how renting is being redefined.

With 600+ homes to rent and retail units to lease, Grainger challenged us to create a distinctive destination brand and campaign to capture the interest of young professionals and families, driving pre-occupation reservations and ongoing rental income.

Clippers Quay offers aspirational living to young professionals and more mature home seekers free to live as they have always wanted. The campaign had to get that message across while the development was little more than a hole in the ground and sustain interest through to the first apartments being let.

Creative execution had to be sufficiently flexible for work in display, digital and print from sales and marketing collateral to signage, wayfinding and large site hoardings.

The area’s legacy and site name inspired us to create an identity reflecting the distinctive sails of a clipper boat. The graphic elements of the ident were then adapted to create a flexible and inspiring brand experience.

Authentic lifestyle imagery was chosen to appeal directly to the target demographic, while the campaign strapline ‘Rent Well. Live Well.’ became central to the brand language. To create a coherent experience, we collaborated closely with wayfinding specialists The Velvet Principle to ensure any signage design reflected the visual identity.

The campaign proved a huge success, with 54% of phase one’s homes reserved before they were ready for occupation, with strong interest at rents above the company’s underwriting levels.

Awards

Best Marketing Campaign: Residential, Property Marketing Awards (shortlist)

Mark Litchfield, Creative Director

This is a great example of design effectiveness, with a well-executed, multi-channel campaign driving engagement and meeting the client’s financial targets.

Have a similar challenge? Get in touch.

justin.boucher@luminous.co.uk

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