Arlington Lofts – Empowered living in NW1
With the development of King's Cross underway, Camden Council turned its attention to the regeneration of Camden Town and the creation of Camden Lock Village. With Camden now piquing the attention of property developers, Fabrica, part of an award-winning property business dedicated to sustainable living, asked us to create an iconic residential brand for a new development situated in a prime position, only a 3-minute walk from Camden Town station.
Fabrica believe in better quality, better thinking and a better future so we began by immersing ourselves in the development, the location and its history. Situated on Arlington Road, NW1 the site, a landmark red-brick, British-built modernist structure was originally built in the 1930s as an electricity substation.The new design perfectly balanced classically-inspired architecture – original red brick pilasters and artistic cornices on the façade, with modern urban interiors with balconies and terraces providing spacious private outdoor spaces, some overlooking nearby Regent’s Park and Primrose Hill.
Comprising 16 city apartments, the 1, 2 and 3-bed apartments are steeped in the industrial history of north London, the original 1930s electricity substation guiding our thoughts and creativity on the brand positioning and visual identity.
Our logotype was inspired by the typography found on old electrical handbooks from the 1930s while the logomarque featured the omnipresent underline found on the electrical AMP symbol.
The design system is comprised of electrical symbols found on circuit boards while the colour palette features sky blue and garden green - inspired by the terraces and balconies of the apartments, with the copper accent a reference to electrical wires.
We developed the value proposition 'Empowered living in NW1’ and the accompanying electrical device to overarch all commercial assets to demonstrate the development's value to potential buyers. Assets included a 72 page brochure, website and advertising.
The measure of success
All the units sold were sold on time against a backdrop of Brexit.