Grosvenor.
001
Introduction
Client
Grosvenor.
Industry
Homes & Property
Marketing Discipline
Brand Development
Repositioning two of London's most iconic districts for a new generation of visitors.
Pimento selected SomeOne to pitch for a design brief from Grosvenor Estates, which the agency successfully won. The project focused on developing new brand strategies for the London districts of Belgravia and Mayfair, creating refreshed visual and verbal identity systems that reflected their evolving character while supporting future growth.
001
Introduction
Client
Grosvenor.
Industry
Homes & Property
Marketing Discipline
Brand Development
Repositioning two of London's most iconic districts for a new generation of visitors.
Pimento selected SomeOne to pitch for a design brief from Grosvenor Estates, which the agency successfully won. The project focused on developing new brand strategies for the London districts of Belgravia and Mayfair, creating refreshed visual and verbal identity systems that reflected their evolving character while supporting future growth.
002
Challenges
How do you modernise iconic destinations without losing their heritage?
Although Belgravia and Mayfair are two of London's most prestigious districts, both faced perception challenges. Belgravia was often viewed as exclusive and out of reach, discouraging potential visitors, while Mayfair needed to reinforce its iconic reputation while becoming more accessible to a broader international audience. The challenge was to create brand identities that respected each district's heritage while reflecting their changing offers and contemporary appeal.
002
Challenges
How do you modernise iconic destinations without losing their heritage?
Although Belgravia and Mayfair are two of London's most prestigious districts, both faced perception challenges. Belgravia was often viewed as exclusive and out of reach, discouraging potential visitors, while Mayfair needed to reinforce its iconic reputation while becoming more accessible to a broader international audience. The challenge was to create brand identities that respected each district's heritage while reflecting their changing offers and contemporary appeal.
003
Approach
Creating distinctive brand identities built around each district's unique character.
For Belgravia, SomeOne developed a flexible brand system capable of supporting a wide variety of stories as the district continues to evolve. The work included new typography, colour palettes, iconography and photographic approaches, designed to work alongside seasonal photography and illustration to communicate the changing character of the area.
For Mayfair, extensive research informed a new brand identity that celebrated the district's long-standing prestige while appealing to a contemporary global audience. A new visual and verbal identity system was developed to sit comfortably alongside the world-renowned brands, hotels and restaurants that define the area.
003
Approach
Creating distinctive brand identities built around each district's unique character.
For Belgravia, SomeOne developed a flexible brand system capable of supporting a wide variety of stories as the district continues to evolve. The work included new typography, colour palettes, iconography and photographic approaches, designed to work alongside seasonal photography and illustration to communicate the changing character of the area.
For Mayfair, extensive research informed a new brand identity that celebrated the district's long-standing prestige while appealing to a contemporary global audience. A new visual and verbal identity system was developed to sit comfortably alongside the world-renowned brands, hotels and restaurants that define the area.
004
Results
New brand identities for two of London's most prestigious destinations.
SomeOne delivered refreshed branding for Belgravia and developed a new visual and verbal identity system for Mayfair, providing Grosvenor Estates with brand platforms designed to support the future evolution of both districts while better reflecting their changing offers and broadening their appeal to new audiences.
Reflecting on the partnership, Katie Avon, Director of Marketing at Grosvenor Britain & Ireland, said:
"Excelled in all departments — creatively over delivered, on time and under budget. You really can't ask for more than that from your agency partner while undergoing digital transformation — and a pandemic!"
004
Results
New brand identities for two of London's most prestigious destinations.
SomeOne delivered refreshed branding for Belgravia and developed a new visual and verbal identity system for Mayfair, providing Grosvenor Estates with brand platforms designed to support the future evolution of both districts while better reflecting their changing offers and broadening their appeal to new audiences.
Reflecting on the partnership, Katie Avon, Director of Marketing at Grosvenor Britain & Ireland, said:
"Excelled in all departments — creatively over delivered, on time and under budget. You really can't ask for more than that from your agency partner while undergoing digital transformation — and a pandemic!"
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Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
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Get in /touch/.
Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
Bath, Birmingham, Brighton, Bournemouth, Bristol, Cambridge, Cardiff, Chesterfield, Coventry, Edinburgh, Glasgow, Huddersfield, Leeds, Leicester, Lincoln, London, Manchester, Milton Keynes, Newcastle-upon-Tyne, Northampton, Norwich, Nottingham, Oxford, Petersborough, Preston, Sheffield, Shrewsbury, Southampton, Swindon, Warwick
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