Leeds development plays on difference with new brand identity
Kirkstall Forge, a £400m mixed-use development on the outskirts of Leeds, has been handed a new brand identity by Thompson Brand Partners.
Leeds development plays on difference with new brand identity
Located in a bucolic valley threaded by the River Aire and Leeds-Liverpool canal the development will incorporate a mix of office space, ‘Scandinavian-influenced’ housing, a school, retail, cafes and bars – all with ready access to the Yorkshire Dales.
In a statement outlining their approach Thompson wrote: “Such a proposition needs branding that stands out and communicates the potential this place has to offer, to an audience who want to live and work in inspiring places. Working in collaboration with our client, we refer to the proposition as ‘Different by design’. Kirkstall Forge is different, and intentionally so.”
Aisling Ramshaw, head of sales and marketing at CEG, commented: “Having defined and researched our target audiences, we know we have to portray this development as something different and something new. Kirkstall Forge needs to be positioned at the premium level of the market, as our ambition is that it is the best mixed use development in the North of England.”
The branding will pepper site hoardings and marketing collateral together with an accompanying website with an advertising campaign, marketing centre and sales brochures expected to land at a later date.
Thompson previously redesigned the Topcashback website to better reflect changing audience demographics.