Wembley City

The client

Quintain Estates and Development

The brief

We were briefed to develop a branding treatment to support the extensive mixed-use development being built as part of Wembley's on going regeneration.

Wembley City will become the capital's brightest and most vibrant address and is already internationally famous for being home to the national football stadium and The Wembley Arena. However, the branding for the commercial outlets, offices, and residential buildings had to be independent of any existing Wembley branding and was to emphasise the unique and enviable lifestyle provided for both Londoners looking for a new city based destination and purchasers from further afield wanting a fashionable foothold in the capital.

The approach

The branding reflects the residential lifestyle, leisure and retail opportunities to be enjoyed at this internationally recognised but now reborn part of London, whilst promoting the area as the Capital's new destination in which to work, play and be seen.

The scheme's sustainable credentials, fully connected and digitally future proofed homes plus the area's stylish shopping opportunities also had to be communicated in the brand and supporting images.

The brand has to be easily transferable and used on a variety of deliverables. It must also be instantly recognisable and emphasise the quality of the scheme and both the residential and commercial opportunities Wembley City will create.

The brand also had to match the longevity of Wembley City's construction and sales phases, with it being used both during and after the scheme's development.

The outcome

The final branding treatment has been designed to create a strong visual presence with a logo that uses the same font and colour palette as the Quintain brand family.

Wembley City's brand personality traits are:

• Exhilarating - life is lively, energetic, fresh and exciting
• Progressive - forward thinking, dynamic, contemporary and innovative
• Aspirational - ambitious, strong sense of achievement, a goal to strive towards
• Leader - front-runner, number one in its field, embracing new ideas and inspiring others

The logo also incorporates four 'ribbons' that symbolise Wembley City's energy, excitement and vibrancy, whilst also representing the four main areas of the development:

• Retail
• Residential
• Commercial
• Leisure

The branding is being used on the following deliverables:

• Stationery
• Future planning and community engagement materials
• Service publications
• Resident and tenant (residential and commercial) publications and marketing materials
• Press material
• Website
• Home-owner's manual
• Poster sites
• Visitor information deliverables
• Signage
• Sales and marketing suite