Cooper Rose gives birth to brand

Property developer Amicrest launches its latest residential property development, Parkers Apartments, this week, with an identity designed by Cooper Rose.

Cooper Rose has devised the brand, identity, signage, on-site marketing suite, direct mail, advertising campaign and website for the development, a new-build residential project in Manchester aimed at first-time buyers. The project is believed to be worth in the region of £30 000 in design fees to the consultancy.

The group responded to Amicrest’s desire to theme the package’s identity around a baby and employed the strapline Birth of a New Build, to reflect both the newbuild nature of the development and the target audience of first-time buyers.

‘Manchester is an area undergoing a great deal of regeneration,’ says Cooper Rose director Emma Cooper. ‘But much of it is based around old-built conversions. This is a new-build, and as such is a very exciting project.’

The sales brochure has been created to reinforce the ‘birth’ concept. It features a print-free white cover with a baby’s identity band attached to it, to present the scheme’s address. Much of the headline text and background colouring appears in baby blue, while images of toddlers adorn its pages.

The direct mail campaign, to be distributed in Manchester city centre tomorrow, includes packaging complete with five jelly babies.

Cooper Rose was appointed in June on the strength of previous work for the client.

The apartments will retail from £69 950 and are based on Manchester’s Corporation Street, which is close to Victoria station.