Exciting new brand launch for Catalyst’s flagship scheme
Delighted to work on Catalyst’s flagship development, Portobello Square, again in 2021 to launch phase 2b, The Auria, to both a UK and Far East audience.
Brand identity / Research and Copywriting / Sales Brochure / Investor Guides / Social media / Animation / Overseas event launch / Out of home advertising / Digital advertising / Guerrilla marketing / Brand toolkit / Branded merchandise / Event app/web design / Hoarding / Community engagement
Working closely with both Catalyst and appointed sales agent, Knight Frank, we produced a host brochure, floorplan brochures and investor guides all printed with a variety of covers allowing potential buyers the option to select their favourite colour and pattern combination.
For The Auria, we created a branding kit-of-parts allowing us to showcase this iconic neighbourhood and its vibrant eclecticism. The brand featured striking patterns such as feathers inspired by Notting Hill Carnival and geometric squares referencing tiling at Electric Cinema and Diner; a rich and versatile colour palette and a series of photo/messaging combinations juxtaposing two contrasting ideas.
“The Auria has been one of our most successful sales campaigns, with nearly 40% of the apartment sold off-plan and all 11 mews houses reserved within two months of launch”
– Knight Frank
The brand launch was underpinned by a strong social media and digital campaign, beginning with Instagram teasers and building up post-launch to weekly emailers sent out on a different theme each time. Large format out of home advertising was combined with guerrilla marketing-inspired activities for widespread coverage and brand engagement.
The project was partly won by our knowledge and successful planning of previous events in the Far East. We coordinated the delivery of all marketing items from managing delivery of the model to events in Singapore, Hong Kong and Beijing, to designing event room displays and literature in both English and Mandarin and the creation of a dedicated app for use at the events.
“The emailer campaign was a top performer, with each emailer averaging a 48% open rate and a 4,5% click-through rate”