Assam place is a new development created by the Aldgate Developments Limited. This is a partnership company formed from the Mace Group and a boutique developer, Alternative developments.
A new landmark
A new landmark:
The development is located in the Aldgate area along Commercial Road. The area is a period of thriving regeneration with media and technology influences, yet is still very central within zone 1.
We created the master plan brand alongside the subsequent three sub-brands within the family.
The E1 area has an exciting fresh feel, closely related to the evolution of the Tech City initiative. At the same time, there is a link with the past trading and industrial history of the area. All this creates an authentic narrative which we sought to harness.
We wanted the visual identity to be crisp and contemporary, yet also to be crafted from an artisan outlook. We researched hand cut and machined type which conveyed the feel that we were after.
We decided that the brands would all work together to create a continuous and strong centralised identity. We felt that the commercial and student offering would be closely aligned and created a brand system which unified the environment.
We offset the stark black and white brand look and feel with full colour imagery that we had created from a series of lifestyle and location based photoshoots.
We have created printed communications for the brands including flyers, posters, brochures and mailers.
We were inspired by the commercial offering – An old warehouse and brewery building from the Victoria period. We created the Fabricca brand identity to reflect the utilitarian nature of the space.
The Fabricca brand communicates the authentic values of the Victorian construction yet also fits with the new tech feel of the area.
The Fabricca brand has its own dedicated website and brochure designed to sell the key attributes of the commercial development. The site is also built on the Wordpress CMS system.
Premium branding for London’s well healed international students
Working from acquired land in London E1, Firedog client Alternative Developments, created a development which features both premium student accommodation, as well as a commercial offering based on a period Victorian warehouse conversion. The exclusive student offering covers every aspect of desirable student living and an optimal environment for study and social activities. With students looking for more than the average halls of residence, they are able to customise their environment to match their individual requirements. Due to the superior offering and deliberate move away from “party and beers” culture, the brand needs to appeal to well off international, American and Asian students. Firedog’s brief was to create a strong brand that communicates the unique benefits of the development, creating the perception that this development is more premium and desirable than the product offered by competitors.
We created a series of brand identities which whilst able to work independently, also gave the development the ability to tactfully market separate propositions to varying audiences.
Industry research revealed that many of the brands operating in this space focused on fun, care-free student experiences. Convenience and safety were also emphasised to mask basic functionality. We created a series of visual identities that deliberately moved in a more premium direction. We developed two brands for the student offering: LIVE1 for the premium student offer and Assam Studios for the even more premium studio products. Together with a commercial brand, Fabricca, these brands formed the development brand of Assam Place. We are responsible for the full brand remit, from strategy and naming through to brand and visual identities for all development components. We chose a premium almost nostalgic visual brand look and feel to appeal to both authentic and refined tastes. The brand names deliberately avoid any over the top monikers, rather rooting the brands in the history of the area. This was greatly inspired from the Fabbrica component which comprises a massive Victorian brewery and distillery warehouse from the nineteenth century.
The target audience is the international student. Therefore the primary brand application is the digital environment. We built a wordpress powered CMS based web portal containing the sub branded websites.
On the road :
The brand exhibits at a number of shows around the world and we have produced a number of supporting materials.
We developed all websites and print materials for multiple audiences, appealing to a wide remit from students and parents to commercial tenants and property agents. We continued to support the brand family, developing events collateral, digital media, social publicity, integrated communications and advertising.
The Assam Studio offer has already been fully leased off plan and the bookings are rolling in for the LIVE1 tower. Assam Place opened for business in September 2013. The development partners have now exited via sale of more than £100million to Hult international Business school.