Stories of Homes, Built from London
In 2013, Greenspace was chosen to be the marketing and creative partner for a new London-based property development startup backed by Oaktree Capital. Greenspace was chosen on the strength of our long-term legacy marketing strategy approach.
Creating a legacy marketing strategy for a new company
The initial task for Greenspace was in supporting the B2B requirements of the new company with its London-focused land acquisition strategy.
We set out to establish the new company as a long-term challenger to the established property sector, creating a service brand that truly understands customers and communities and knows the value of investing in London homes.
Greenspace developed the ‘legacy driving idea’ – Stories of Homes, Built from London – from which the new company’s brand name, Anthology, was developed. Anthology is dedicated to creating homes and enhancing neighbourhoods that inspire the real life stories of people who are passionate about living in London.
Greenspace first designed a dynamic brand identity for Anthology that evolves with every new development, as well as a bespoke colour palette, typographic system, stationery, meeting assets and the Anthology B2B website.
Anthology Deptford Foundry
At the start of 2014, Anthology acquired a disused industrial estate built on the site of a defunct steel foundry in Deptford, southeast London. Greenspace worked with Anthology to engage with Deptford’s diverse local artist and makers community to create the Deptford Stories arts festival, celebrating the industrial and cultural heritage of the area.
Building on its legacy strategy, Greenspace created the name and positioning for the Anthology Deptford Foundry development, to align all aspects of architectural design and planning through to branding, marketing and sales.
All new fully responsive consumer website
With the commencement of building work, Anthology is engaging customers with its legacy strategy directly. In support, Greenspace has designed an all-new fully responsive consumer website, developed in partnership with MadebyCloud. The website welcomes people to explore Anthology’s brand, the Deptford neighbourhood and Anthology Deptford Foundry in depth.
Visitors to the website can watch 3 short films – Anthology Deptford Foundry, the London Bronze Casting company, and interior designer Giacomo Ribolla. In addition, they can stream an audio tour and illustrated guide to accompany them on a walk around the Deptford neighbourhood.
Integrated marketing campaign
Greenspace has created an integrated marketing campaign entitled, ‘Great Stories need Great Characters’ inviting prospective customers to discover key characters involved with the making of Anthology Deptford Foundry. Print and digital ads integrate with PR and social media to encourage people to ‘start your story’ online, or at the newly built interactive customer experience showroom.
Interactive customer experience showroom
Greenspace has also designed a new interactive customer showroom experience within 3 railway arches, wrapping the archway interiors with 100m of diamond shaped bookshelf walls that evoke the Anthology Deptford Foundry identity.
The bookshelves form a ‘living anthology’ of over 1,000 books and artefacts curated from the history, industry and art of London and the Deptford area. They engage visitors, acting as talking points for customers and host Anthologists who guide them to an interactive 3D model and a fully furnished show apartment.
“We are proud to launch Anthology Deptford Foundry, driven by our long-term legacy marketing strategy and we are delighted with the work of Greenspace who have supported us all the way.”
Mark Dickinson — Managing Director — Anthology