Making aspirational connections

Notting Hill Genesis - The Perfume Factory

Shared Ownership in London has become a vital tool for helping people onto the property ladder, especially in the capital. At the same time, it has played a part in a rise in house building in certain areas, such as along the Elizabeth Line corridor. Development in North Acton in west London, hitherto a relatively quiet suburb, is booming.

Here, on the former site of the Elizabeth Arden perfume factory, Notting Hill Genesis is marketing 60 brand new Shared Ownership apartments under the name The Perfume Factory. Bell was commissioned to develop an identity and full marketing campaign for this that stands out in a very crowded market.

We had to design a brand identity that communicated the scheme’s strengths, which are its exceptional connections (located across the road from North Acton underground station and a short walk from the Elizabeth line) and the high quality of the homes themselves. We began by creating a brand platform headed by the core brand proposition “Stylish connected urban living”, which led to our “Living well connected” campaign.

Our identity was elegant and aspirational based on the large red archway to be built at the entrance of the site on the retail level. This archway device became a defining holding element on all collateral. The identity was completed by our use of a liquid pattern we called ‘colour pop’, images of striking mixed-paint-style colours in a viscous stream, inspired by the site’s former connections to perfume.

We produced a brochure that featured our local area photography, which was done in a reportage style, to create a sense of realism and authenticity. We also made a stunning brand film to communicate the USPs of the homes and what it is like to live in the area. Other elements included a microsite, HTML emails and site hoardings. For the official launch we also branded the sales suite and delivered print collateral and an advertising campaign, including display adverts, Metro Property digital takeover, OOH and ticket gates.