Changing perceptions of an area and a brand

London & Quadrant (L&Q)

St. Agnes is a high-specification, Georgian-style L&Q development in Kensington. As well as being one of London’s largest residential developers, L&Q is one the UK’s leading housing associations. This presented a conundrum: how to convince potential buyers that a housing association can provide luxury properties at the top-end of the market, in an area which until recently had been associated with crime and antisocial behaviour.

Bell named the development (a homage to the local historic St. Agnes Church) and produced a versatile visual identity and brand guidelines. The following campaign included newspaper and online advertising, sales literature, site hoardings and signage, through to the design of the on-site sales and marketing suite. Within three weeks of launch, 70% of the private sale apartments released in the first phase were reserved, well above expectation, with buyers coming from across the entire spectrum of our primary and secondary target markets. All apartments are now sold, well in advance of deadline, as was the take-up of the shared ownership apartments.

“Bell developed a stunning brand which has spanned a long sales period effortlessly and enabled L&Q to market these high – quality homes in the heart of Kennington”.

Louise Naggs, Marketing Manager, L&Q