Latimer Homes is the private sale division of Clarion Housing Group, one of the largest house builders in the UK with a strong housing association arm. We won a tender to create a unique and engaging brand position for a new boutique development at 90-92 Blackfriars Road, including a naming strategy and outcomes for standard and premium product ranges, and a marketing campaign to support an off-plan sales strategy.

Blackfriars Road is one of London’s only true boulevards, and extremely well connected to the best of cultural and social experiences London has to offer. It’s also about to undergo a long-term regeneration, which will bring it in line with some of Europe’s great boulevards. Hence, we settled upon “The Boulevard” as the development name. In short, our name reflected the current and future promise of the area, and it enabled us to get in first and ‘own’ that name.

We followed with a visual identity that set The Boulevard apart, highlighted by a hero “B” with three strands, representing the two directions and one island typical of such a road. We developed a design style influenced by elements of Modernism and Art Deco, with a touch of Art Nouveau – reflecting the design of the building. We then developed a detailed brand story, which became the wellspring for all copy and content, and a wide range of marketing materials including a bespoke host brochure with floor plans, a website, advertising, and direct mail templates. Photography was done in a reportage/magazine style, to differentiate it from standard property marketing images.

The Boulevard launched on March 12, 2020. Five of the first eleven apartments to be released have already been reserved, in a growingly tough London residential property market.

Who pooled - The Boulevard