Blast has created the name, identity and marketing campaign for a new £30m office development in Maidenhead, Berkshire.
Blast was appointed by Strutt & Parker, agents for the Market Street scheme – construction of which will be complete by the end of the year – following a three-way competitive pitch.
Briefed to promote the benefits of the development, Blast creative director Colin Gifford says the key part of the project was to create a campaign for the marketing of the scheme. ‘Often there is too much emphasis on creating an identity for the building itself, rather than promoting the benefits in order to sell the building,’ he explains.
The campaign uses the tagline ‘On the market’ to suggest ‘the availability of tangible and intangible benefits’, according to Gifford. Proximity to the centre of Maidenhead gives the development what he describes as ‘a sense of residency’.
An accompanying website has already been launched. A print, brochure and hoarding campaign, as well as a marketing suite, will follow next week.