Standing out in a crowded area

Peabody – The Levers

The Levers is a new, high-spec Peabody development at 2-16 Amelia
Street, in Walworth near Elephant and Castle. Originally a Family Mosaic
development, the project changed hands when Peabody and Family Mosaic
merged. Peabody is one of the UK’s leading housing associations,
directing all their profits to the building and making available affordable
housing across London.

Our brief was to create a brand and visual identity for The Levers, and to
deliver a fully integrated marketing communications campaign. They wanted
to stand out from the competition, presenting a unique location experience
whilst associating it with the new Elephant & Castle redevelopment area.
They key message they wanted to convey was ‘high quality stylish city living’.
We had to present living at The Levers as an aspirational urban lifestyle
experience in a desirable destination. Whatever brand and marketing activities
we developed would also need to lift perceptions of Peabody, to help build
trust in them as a quality high-end developer.

We began with the brand strategy and naming, based upon
the area’s heritage, which has already influenced the development architects.
The Design and Access Statement incorporated a nod to the area’s history
with their balcony privacy screens, with a laser-cut motif inspired by Charles
Babbage, the Walworth-born mathematician who conceived the difference
engine. After much research, we settled on “The Levers” – intentionally
choosing a highly distinctive property name for cut-through in a very
crowded local marketplace.

“In a crowded marketplace, Bell developed a stand out brand that has helped achieve a sales rate above our competitors. The bespoke creative for the incentive led marketing campaign has been inspired, with smart wordplay and stunning design.”

Sholto Campbell, Senior Marketing Executive, Peabody