Packington Square by Hyde New Homes
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Client – Hyde New Homes
Packington Square N1 is Hyde New Homes’ impressive regeneration of Islington’s canalside area, with 91 stylish apartments and shops and amenities providing an enviable enclave in North London.
Brief
Hyde New Homes tasked me&dave to create a marketing campaign that would dispense with the original Packington Estate’s unsavoury reputation and show the dramatic metamorphosis of Packington Square, cementing its new reputation as a highly desirable development in the heart of Islington.
Creative Solution
The headline ‘See things differently’ simply and effectively led the Packington Square marketing campaign by challenging the audience’s preconceptions of the area. Clever photography compelled the viewer to look again by juxtaposing unexpected elements with wit and a sense of surrealism.
Directional signage symbols created a sense of village community whilst emphasising the development’s central location and proximity to a host of amenities.
The marketing communications were fresh and contemporary to appeal to the primary target market of aspirational young professionals.
The launch event in October 2011 was full to capacity, and almost all 91 private apartments were sold by the end of the year.