Hyde new Homes is the award-winning affordable homeownership part of the Hyde Group, a leading G15 developer of homes for all needs and incomes, providing homes and services to over 95,000 customers across London and the South East.

The Waterfront Shoreham-By-Sea is a collection of homes and apartments in a tranquil location on the river Adur. Hyde wanted to create a distinctive and compelling brand proposition and identity. With this in mind, FPCG were approached to create an identity and marketing materials, including a series of brochures, marketing suite graphics, a website and development hoardings.

I worked alongside the lead designer to implement the brand, most notably the host brochure and supporting floorplan brochures for both houses and apartments. Additionally, I supported through designing online and national print advertising, to promote the project.

Currently, Shoreham-by-Sea is not perceived as a luxury seaside town and is seen as the more affordable, but less desirable location to Brighton or Hove. The homes and apartments would need to appeal to a wide range of audiences who may have not considered this sea-side town as a location for a new home, and therefore we wanted our work on the brand identity and marketing to help create a buzz around the location.

As such, we delivered an immersive brand, which included brochure and website designs, bringing to life the benefits of living at The Waterfront. Promotion through press advertising, hoarding and emails saw over 400 people attend the launch event weekend. We wanted to create a campaign that drove real emotional empathy to the place, so we focused on the senses; how the visceral sights, smells and touch points of the place could be woven into a compelling story. The brand proposition 'Where life makes sense' really captured the essence of the place through the campaign, and allowed us to carry the theme consistently across all touch points.