The consultancy was appointed to the project by Linden Homes in early 2011 following a credentials pitch.
Purpose worked with interior design consultancy Claude Hooper to create the marketing suite, which features a suspended mobile of the logotype illustration and a wooden ‘Community Tree’ where visitors can leave their views about the development on leaf-shaped notepaper.
The brochure and graphics for the hoardings and marketing suite use photography that changes with the seasons.
Purpose founding partner Rob Howsam, says, ‘We used a mixture of organic qualities in the wood, but in quite a clean and precise way so it didn’t become too “crafty”. It’s about creating a warm and welcoming feel, but to still have and aspirationall design quality.’
Purpose initially created the visual identity for the development, shown across marketing materials including the brochure and graphics for the marketing suite, hoardings, signage and advertising.
The idea ‘flourishing’ was used as the brand’s core message to inform Purpose’s designs. The consultancy worked with copywriter Howard Fletcher to name each of the 19 house types, inspired by the workers that would have once lived in a similar setting such as The Shepherd, The Gamekeeper and The Falconer.
Lee Manning, Purpose senior designer, says, ‘We wanted to create branding that expressed what we experienced on our first site visit: an idyllic landscape intensified by summer sunlight and an overall sense of optimism. All the brand elements, from the photography to the physical elements on site, capture that.’