The Agency Creative were delighted to develop “Kings Meadow” a new housing development brand, including the logo, house names, website, and a range of printed material for Accord Housing Association.
The new modern energy-efficient housing development consists of two, three and four-bedroom homes for sale in the picturesque, historic Staffordshire village of Fradley. With Lichfield on its doorstep, the location has the perfect balance of country living with green open spaces but with great connections to the Region’s towns and cities.
The houses at Kings Meadow were designed by Accord’s architects at InDesign and are being built by Accord’s construction company, LoCal homes. They are being marketed by Accord for sale and represent a great opportunity for residents of the surrounding areas to experience a higher standard of living, energy-efficient construction and better connectivity, at an affordable purchase price.
We were initially approached by Clay and Co Housing Consultancy for their client, Accord Housing Association, who is one of the largest housing and social care organisations in the Midlands, providing 13,000 affordable homes and employing nearly 4,000 people.
We dedicated time to undertaking an initial in-depth research phase for Accord. We took account of the key points highlighted within the Right Move Development Insight Report – Valuation, Comparables, Supply & Demand Analysis for the location at the beginning of 2020 to assist with Branding Proposals.
Accord has been investing in low carbon housing solutions for many years and our analysis encompassed creative, ecological, demographic and market research to enable us to plan the brochure, website content and structure, and our design approach.
The Agency was initially asked by our client to create a development name that had a link to the Fradley location and would be easily recognised. Property marketing branding should be something that your target market can identify with or aspire to. Kings Meadow offers a relaxed and aspirational lifestyle with green spaces for all ages – from wildlife walks, ponds and canal paths – combined with easily accessible shops, social spaces and schools to create the perfect environment for families, first-time buyers and relocators escaping to a more relaxed setting.
Our development proposal presented six suggested names and logos for the new Fradley property development and we accompanied each name with a possible strapline. We also showcased how all of the presented logos could be altered to suit the client’s preference as they were incredibly versatile and interchangeable.
Our client decided on ‘Kings Meadow’, as they liked the connotation of the Kingfisher birds surrounding the green countryside, the Fradley Pool Nature Reserve, the 5 nearby locks and the extensive canal network close to the development. They also liked the quality feel to the name. Combining ‘Kings’ with ‘Meadow’ suggests the abundance of green space within this semi-rural location.
The Agency also explored and presented a number of different names for the ten house types on the new development, having researched extensively other house names that local competitors were using to ensure no confusion. Our client kept with the theme of birds and the local locks, which were one of several themes that we presented to them that were relevant to the location.
Each and every stylish property brochure design The Agency does is tailor-made for your property marketing. Our solutions include the definition of imagery styles, fonts, colours and copy styles. The design team developed and refined the chosen logo and brand name of Kings Meadow, exploring how it would work in different colour palettes, typography, imagery and photography styles asking the client for feedback in a collaborative way. The sales brochure was designed to showcase the distinctive nature of the brand, its modern appeal and its well-connected location. It was important to sell a lifestyle and communicate the benefits of the village location being perfect for a range of potential homebuyers. Accord wanted to appeal to daily commuters, homeworkers, downsizers, outdoor nature, culture and history lovers.
Kings Meadow offers a flexible range of buying options to suit the needs of a wide range of households. The Infographics that we used in the brochure simplified and showcased the different buying options from outright purchase, Help to Buy or Shared Ownership.
Our team of experienced graphic design experts who were involved from the very beginning until the end of this project made sure that the quality of the design stayed consistent using clean and simple web design using the new brand style. We created a website in WordPress, providing key information to the customer complemented with images to provide a successful user experience utilising the newly established brand identity and guidelines that communicate the ethos and values of Kings Meadow. The design of the website is simple, easy to navigate and effectively showcases the large range of affordable houses available at Kings Meadow and encourages the user to complete the enquiry form to further explore the buying options available through Accord.
We really enjoyed working with Ben Clay, Managing Director at Clay & Co Housing Consultancy and Accord who helped The Agency Creative’s team to fully understand their new housing development brand as we want our unique stylish property brochure and branding to get our clients the sales results they deserve. Construction work has now started on site and the houses are due for completion in Spring 2021.
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