Northbank brands property development on former former airfield

Bath based consultancy Northbank has created the brand for Alconbury Weald, a mixed use development for living and working on the site of the former Alconbury Airfield.

The new website is designed by Positive Studio
Application of the A marque

Developer Urban & Civic commissioned Northbank in February following a four-way pitch in which it presented credentials and two possible routes.

The site which is situated between Peterborough and Cambridge is being designed as an environment for ‘living, working and leisure’ according to Northbank which has created a ‘make/grow’ proposition for Alconbury Weald which it says ‘will become a place to make a future/home and a place to grow a business/community.’

The new website is designed by Positive Studio
The Alconbury Wield brand uses a Make/Grow proposiotion

Northbank design director Robert Shaw says, ‘This idea of duality came out of branding workshops and we worked with copywriter Mike Reed [of Reed Words] who was the person who came up with that.’

The new website is designed by Positive Studio
A marque for Alconbury Wield

Northbank says the identity comprises an ‘A’ for Alconbury symbol – which references flight and suggests a ‘shelter or gateway’  – with a logotype in ARS Maquette.

The new website is designed by Positive Studio
A marque for Alconbury Wield

The symbol will be used as a sculpture or as part of an installation in the landscape, a largely brownfield site which covers 5.6 km2 and has seen building work start and the planting of 500,000 trees.

The new website is designed by Positive Studio
The ‘incubator’ building

Meanwhile supergraphics using the A are planned for the‘incubator building’ for start-up businesses, which has been designed by Allford Hall Monaghan Morris architects.

The new website is designed by Positive Studio
The new website is designed by Positive Studio

An accompanying website has been designed by Bristol-based consultancy Positive.

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