Three Waters

Branding a development of over 300 new apartments, minutes from the City and metres from the water. Here, the three waters of Bow Creek, the Limehouse Cut and the River Lea meet in London’s fastest growing area.

Sectors
Property
Lifestyle
Place branding

Services
Creative strategy
Naming and copywriting
Brand and identity
Art direction

 
 

Building the brand

Located in the heart of east London, Three Waters is designed to combine city living with a waterside lifestyle. Raised gardens, roof terraces and private balconies offer cityscapes with headspace and with the Tube and DLR moments away, Three Waters offers Zone Two living with Zone One journey times

A joint development between Mount Anvil and Peabody, the team appointed Lantern to define the name, creative strategy, branding and advertising, positioning the development within the realms of ‘disruptive luxury’. The branding was followed by an extensive rollout across print, digital and environmental graphics.

 
 
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Inspired by history,
made for the future

The brand identity centres around a calligraphic mark made with ink and water. The three lines represent the characteristics of each waterway that surrounds the development. Bow Creek, The River Lea and The Limehouse Cut, each represented by a linear form, have their own characteristics, whether that’s a tidal rhythm, man-made canal, or meandering river.

The brand is supported by hand rendered calligraphic elements, used for illustrations and infographics, reflecting the ebb and flow of the water.

 
 
 
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Crafted by the water

The visual identity is underpinned by the core proposition ‘Minutes from the City, metres from the water’. This is accompanied by a suite of creative headlines such as ‘crafted by the water’, and ‘close to the City, connected to the world’. A neutral colour palette of earthy tones and concrete grey is a nod to the development’s unique location. Highlights in bright red reference the London red brick of the development’s architecture, whilst a bespoke suite of icons combine style and functionality.

The branding comes together in the brochure design, which is divided into three sections through a bespoke tab system. A second shorter brochure was created to give a snapshot overview of Three Waters.

 
 
 
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Lantern art-directed a photoshoot and brand film to capture the quality of life that living by the water offers, whilst also reinforcing that key central London landmarks and business centres are just minutes away.

 
 
 
With thanks to     Wonderhatch     for photography and film production

With thanks to Wonderhatch for photography and film production

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With thanks to     Millerhare     for CGI and animation

With thanks to Millerhare for CGI and animation

 

Delivering a legacy

We worked with the in-house team at Mount Anvil to ensure consistent application of the brand across the globe, from the UK marketing suite to launch events in Asia. Comprehensive brand guidelines serve to protect the new identity system and today, we continue to support the brand in the delivery of key print and digital marketing material. 

 
 
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