GRT

OVERVIEW The Guinness Partnership is one of the largest providers of affordable housing and care in England. Originally founded as a charitable trust in 1890 by Edward Guinness, founder of the Guinness Brewery, to help homeless people in Dublin, the company now builds and provides affordable homes with care and support services for over 150 local authorities throughout the UK. Charging rental rates at significantly lower prices than private landlords, they also build developments for private sales to raise capital investment for future affordable developments. BRIEF To create an identity, brand and marketing materials for the company’s development alongside the Grand Regent Canal in Bethnal Green, built specifically for private sales as part of their initiative to fund further social housing and care projects. RESPONSE Revelling in the atmosphere of Bethnal Green, one of East London’s most eclectic and vibrant areas, a bold and colourful brand identity was created to reflect the buzz and diversity. Inspired by the myriad of festivals, markets and activities on offer throughout the local area, Victoria Park and the Grand Regent Canal, a combination of photography, colour, hand-illustrated and Raisonne typography reflected the diversity and scrapbook effervescence of the area, encouraging buyers to engage and involve with the community after moving in. A website was produced as a residents’ noticeboard to promote activities and events in the neighbourhood, with tiered collateral targeting different price points. The marketing suite, hoardings and digital elements all showed the excellent build and finish qualities throughout the development with panoramic views of the City available on the upper floors.