Assam Place - Development branding and corporate identity < Firedog Brand Identity & Design Agency

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 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.

There are a set of premium studios as well as a 18 floor tower available to students. The access runs through the commercial zone, so the identities need to work together.

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the client

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.

The Brief

Working from brownfield land in London E1, the development 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 a deliberate move away from “party and beers” culture, the development branding 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 competitors.

The Solution

Industry research revealed that many of the brands operating in this space focused on fun, care-free student experiences. We created a series of development brand identities that deliberately moved in a more premium direction. We developed two brands for the student offering: LIVE1 for the premium offer and Assam Studios for the limited edition studios. Together with a commercial brand, Fabricca, these brands formed the development branding 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. The premium brand look and feel appeals 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. We developed all websites and print materials, appealing to a wide remit from students and parents to commercial tenants and property agents.

The Results

The Assam Studio offer has already been fully leased off plan and the bookings are rolling in for the LIVE1 tower. Assam Place opened fully for business in September 2013. We continue to support the brand family, developing events collateral, digital media, social publicity, integrated communications and advertising.

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 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.

We have created printed communications for the brands including flyers, posters, brochures and mailers.

We created the master plan brand alongside the subsequent three sub-brands within the family.

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 photo shoots.

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.

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.

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.

We chose uncoated stock for the correspondence stationery to create a premium feel.

The brand exhibits at a number of shows around the world and we have produced a number of supporting materials.

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 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.
There are a set of premium studios as well as a 18 floor tower available to students. The access runs through the commercial zone, so the identities need to work together.
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 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.
We have created printed communications for the brands including flyers, posters, brochures and mailers.
We created the master plan brand alongside the subsequent three sub-brands within the family.
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 photo shoots.
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.
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.
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.
We chose uncoated stock for the correspondence stationery to create a premium feel.
The brand exhibits at a number of shows around the world and we have produced a number of supporting materials.