BARRATT LONDON: ‘A DIFFERENT CLOTH’
Selling property on the local area, not on CGI
PROBLEM: One new-build looks the same as another.
SOLUTION: Focus on what makes the area interesting.
MEDIA: BROCHURE
When you’re building a development in one of London’s most vibrant and historic neighbourhoods, it makes sense to promote that, instead of just focusing on generic CGI images and floor-plans.
That was the approach we took with ‘A Different Cloth’, a brochure for Barratt London to promote their Aldgate Place development. In it we explored how the area has always been a melting pot and a fulcrum for change and innovation, whether as a centre for the textiles trade in the 17th century or as a hub for London’s tech and culture start-ups today.
To tell this story we explored the local area with photographer Jørn Tomter and interviewed members of the diverse and dynamic local community, including a street artist, an East End boxing club chairman and the celebrity restaurateur Marx Hix. We also donned hard hats and spoke to Crossrail engineers, to see how Europe’s largest engineering project is set to transform the area in the years to come.
