Re-energising a popular market town opportunity.

An independent developer explained of a struggling site in historic Aylesbury, where sales were poor and interest was low. The site needed some attention and a new focus. In order to propose a campaign concept the first challenge was to work out what was currently missing. For a range of apartments that appealed to first time buyers and commuters there had been no sense of fun in the original identity. There was also nothing to promote the town they would be living in. This was to be the focus for the new idea.