While Abbey Wharf is one of many office buildings available in Reading, it is nestled in the heart of the creative community right on the waterfront. You can even kayak along the river directly to the door! A key focus in our campaign was the riverfront lifestyle and its health and wellbeing benefits, with independent retailers and coffee shops nearby.
With scope for a bold marketing approach, we took a slightly more unusual route with the building brand. A solid primary brand was created for the main marketing, including Abbey Wharf’s brochure and website, and this was complemented by a sub-brand for the more promotional elements. The sub-brand used a logo designed in the style of a rowing club, to evoke the riverside setting. This was a crucial differentiator in an otherwise crowded market, where the buildings themselves were similar.
It was great to work with a team who were happy to push the boundaries and create a truly targeted brand. By including a double-page spread focusing on the people the space would suit, we were consciously restricting Abbey Wharf’s target market, yet ensuring the right occupiers would fall in love with the lifestyle elements and creative vibe the building could promise.