ABOUT

→ Background
Pearl Yard is a transformative 12-acre redevelopment of the former Peek & Frean’s Biscuit Factory in Bermondsey, delivering 1,600 new homes alongside new retail, cultural and public spaces.

Greystar appointed us to lead the placemaking strategy, naming, brand identity, go-to-market strategy and advertising for this flagship Build-to-Rent scheme.

More than a residential development, Pearl Yard is a new cultural destination with curated amenities, creative spaces and a rich industrial heritage at its core.

→ Our Approach
We set out to create a progressive, standout brand with the confidence and energy to match the ambition of the scheme — one that would disrupt category norms and establish Pearl Yard as a cultural anchor for Bermondsey.

→ Strategy
Drawing inspiration from Bermondsey’s vibrant community and layered history, the brand signals a new model of London living — one rooted in soul, creativity and connection.

We celebrated the area’s character and cultural diversity through a brand that is bold, contemporary and enriching.

Our strategic proposition encapsulated this vision: “A world-class destination with soul.”

→ Naming
The name Pearl Yard nods to Peek & Frean’s iconic Pearl Biscuit — a pioneer of the modern biscuit — and pays homage to the site’s illustrious industrial past. The name strikes the balance between heritage and contemporary relevance.

→ Brand Identity
The visual identity channels the eclectic, almost Willy-Wonka energy of the historic factory, brought to life through a vibrant colour palette, dynamic 3D shapes and striking lifestyle photography.

The result is a brand world that feels progressive, playful and unmistakably Bermondsey — a bold statement within the London rental landscape.

→ Communication Touchpoints
We developed a three-year Go-To-Market Strategy covering all phases from pre-launch to completion. This included a flexible design system that could scale, adapt and evolve to keep marketing communications fresh, cohesive and engaging across every stage of the journey.

→ Website
The digital experience needed to translate the brand’s energy into an intuitive, interactive platform. The website highlights the scheme’s key USPs, showcases real-time availability and ultimately drives leasing through a seamless customer journey.

→ Result
100% of pre-let target achieved