Branding & marketing for Feature 17 in E17
Philosophy was appointed by Countryside Properties to create a development brand for the regeneration of the Marlowe Road Estate on Wood Street in Walthamstow. In the early 20th century, Wood Street was home to several pioneering film studios. We used this rich visual history and the allure of the movies as our brand inspiration.
Brand identity / Sales brochure / Website / Out & about guide / Advertising / Launch campaign / Marketing Suite interiors / Community engagement / Promotional items / Hoarding /
Key to the positioning of the development was its proximity to the vibrant activity and creativity of Walthamstow. This area of London is known by its E17 postcode, so we incorporated 17 into the brand name and paired it with Feature, as a nod to the big screen.
The development marketing we produced starred local people as “the cast of characters”. Film poster tricks and devices also influenced our headline message style, the choice of typography and brochure design layouts, while Hollywood glamour influenced the interior of the marketing suite. These design features brought a unique style to the development, while coverage of life in the local area made sure Feature 17 felt fully connected with the present day.
Philosophy produced all marketing items for the launch, including outdoor advertising, hoarding, sales brochures and a fold-out pocket area guide. When visitors arrived at the marketing suite, they were offered freshly prepared popcorn served in Feature 17 branded boxes, further enhancing the cinema-style experience.