THE SWITCH

POSITIONING • NAMING • BRANDING • CONTENT CREATION • MARKETING APPLICATIONS • SALES SUITE

A 181 APARTMENT SHARED OWNERSHIP SCHEME IN EARLSFIELD, LONDON.

A split image showing outdoor leisure activities with the words 'Chill Out'. On the left, a couple by a lake with a stroller and birds flying overhead. On the right, a modern residential building surrounded by trees and landscaped gardens.

BACKGROUND

We were tasked with the challenge of making these shared ownership apartments set in a former greyhound track differentiated and more appealing than the neighbouring private sale apartments.

We knew we had to make people feel this development could really be the start of something special in their lives - the opportunity to afford a great apartment in a place with a real sense of community and optimism

Interior of a marketing suite with an interactive screen and site model, displaying a residential development project, a large plant, and wall-mounted images of interior spaces and a building rendering.

Modern office lobby with seating area, potted plants, wall art, and a display of architectural plans, labeled as the sales area and marketing suite.

SOLUTION

We hit on the name The Switch to infer a change in fortunes, which led to the brand device of changing ‘SWIT’ to SW17. Then we set to work on creating strong visual branding that made it very distinct and feel more premium from its neighbour and competitor, the private sale apartments.

This was the most successful launch for Catalyst Housing and the sales process was helped considerably by the sales team having an app we developed. With 53 different apartment types this made selecting the right apartment much easier for all involved.

Person holding a Samsung tablet displaying a 3D architectural floor plan of a multi-building development project.

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