The development of a respectful, evocative brand strategy to convey a prestigious and sympathetic retirement property development in the historic city of Salisbury.
Platinum Skies offer premium retirement living homes based on total or part ownership. Make Studio were asked to create a brand and marketing strategy for Platinum Skies’ major new Salisbury development . Our aim was to emphasise the brand value and elevate the perception of the development to mirror the premium standard of the new properties.
Platinum Skies were also focused on identifying a unique brand for the properties that would reflect the history and heritage of the site. The build would see the construction of six buildings and a number of individual homes created over a five-year period. The new brand needed to support this timeline as well as sustaining into the establishment of the community.
The final stage of the brief included the roll out of an effective communication strategy to support the sales process. This would encompass a launch event, printed brochure material, magazine advertising, digital and social marketing assets.
Inspiring next generations
A subsidiary brand of the Quantum Group, Platinum Skies aim to provide premium level retirement living properties with total or part ownership opportunities. The group has a successful history of designing, building and maintaining unique developments. The vision for Chapters included the creation of 197 elegant and contemporary one and two bedroom apartments, plus a range of retirement cottages and houses starting from £112,500. Chapters also sees the creation of a new village community, including a range of shops, restaurants, communal areas and a wellness suite.
Respecting the past
With the name ‘Chapters’ established, it was crucial that the concept of a memorable story was present throughout the timeline of the project, and firmly rooted in the marketing execution. We began by holding in-depth research workshops with the Platinum Skies team to understand the business objectives, the vision of the development, and the audience it would appeal to.
We also examined the history of the site and surrounding Salisbury area to identify a compelling narrative to use within our approach. Our historic research looked at the city’s iconic Cathedral as a key landmark and selling point for the target demographic. Research identified a historic legend relating the origin of the Cathedral, where the site was supposedly established by shooting an arrow from Old Sarum. The point where the arrow landed defined the site where the cathedral would be constructed, and it has stood in this spot for over 700 years.
The Cathedral also remains home to one of the best-preserved of the four surviving original copies of the Magna Carta. Both the legendary arrow and the historic book are connected through the symbol of a finches feather - as the bird’s plumage was used for both the quill used for the Magna Carta and in the arrow’s fletching. This evocative piece of imagery has been reflected by Platinum Skies in their naming of grade-listed centrepiece ‘Finch House’ which sits at the heart of the Chapters development.
Visual consistency at every touchpoint
Using these insights, Make Studio were able to develop a narrative and identity for the development that would relate to the historical location, a story that would become both memorable and emotionally provocative to the audience. The final brand creation takes inspiration from the Cathedral itself – the brand mark reflecting a stencil form which replicates the historic building’s stained glass windows. The concept of using feathers as a key visual became central to the design route. Feathers connect both the Chapters development with the story of the Salisbury archer, and the Cathedral location of the properties. The feather also points towards the next chapter of the resident’s lives, as illustration of the plumage from different birds were used to create a unique identity for each of the buildings; each unique but all connected by one common strand.
To further support the brand we were tasked with creating a marketing campaign; Your Place In History, making reference to the historic city but also to the individual’s personal place within it. We commissioned photographers to capture the Salisbury lifestyle, whilst our CGI team envisioned the future interiors and exteriors of the development. This collective brand identity has been rolled out across all marketing channels including hoarding, digital assets and brochures. All are beautifully printed on GF Smith colourplan papers, with an intricate feather embossment and complimentary metallic foils. The concept of Chapters, the new identity, and overall development, was launched at a press and community event. The launch was supported with a teaser film presentation and display graphics as well as further brand collateral, to help inform and capture initial leads and opportunities.
An emotional response
The development concept was launched to the market with great success and positive support from the local community. A launch event, headed by the CEO to a selection of local buyers, was supported by branded material, an introductory film, and various printed artworks created using our photography. The positioning of Chapters, and the connected historic story, helped gain endorsement from the community through its emotionally driven narrative. The first release of the six-phase development is now available to purchase, with the further stages rolling out over the next five years.
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