Land Securities has appointed The Chase to create the brand identity and promotional material for 47 Mark Lane, a mixed property development located close to the Tower of London.
Land Securities purchased the refurbished development earlier this month for £55m from The Hemingway Investment Partnership and Hemingway Capital. The site includes 8000m2 of office space and 1750m2 of ground floor retail, which will be fully let to multiple independent retailers. The development is due to open in September.
The Chase, which sits on the Land Securities’ design roster, is tasked with developing the identity, website, signage and marketing collateral to promote the development, says Richard Glassborrow, senior marketing manager at Land Securities. Currently the consultancy is undertaking research and is at the stage of working up initial creative concepts to brand the site, says Steve Royle, creative director at The Chase’s London office. Copywriter Tom Lynham is writing for the scheme.
Land Securities recently created its first roster of copywriters to complement its design roster. This was done to ensure that a level of consistency is implemented across projects. Independent consultant Jan Casey helped put the roster together, which includes copywriters Milk No Sugar, Cherry, Mike Reed, Tom Lynham and Scot Perry. The copywriters will attend the monthly design roster meetings.
‘We wanted to ensure a consistency of standard and create a group of specialists who are kept fully up to speed with current work in progress and marketing plans, and who understand the Land Securities brand and method of working. In this way, we don’t need to keep briefing,’ explains Casey. Land Securities will not create any more rosters of specialists in the near future, she adds.
Williams Murray Hamm, which also sits on the Land Securities’ design roster, is meanwhile designing the branding, website and print material for One New Change, a luxury shopping complex and office block development designed by architect Jean Nouvel.
The work is scheduled to launch at the end of October. The development, located opposite St Paul’s Cathedral, will include 20 440m2 of retail space, making it one of the largest consolidated retail spaces in central London.
‘The look will be iconic and very creative, different from most other type of properties,’ says Glassborrow.
Land Securities is yet to announce a replacement for its marketing director Elizabeth Lockwood, who left earlier in the year (DW 23 March).
Land Securities design roster:
• Hat Trick Design
• NB Studio
• Esterson Associates
• Williams Murray Hamm
• Radford Wallis
• The Chase
• Together Design
• 300 Million
• Milk No Sugar
• Mike Reed
• Tom Lynham
• Scot Perry