Dockside is the latest addition to one of London’s newest cosmopolitan areas. Located just moments from Canary Wharf, this development is one of the few Shared Ownership opportunities within the area, providing 77x one and two bedroom apartments.
Four has created a brand that encompasses the area’s shipping history whilst remaining modern and current in order to resonate with the target audience. This brand not only tells a story of the area’s history but also acknowledges one of the development’s key USPs, the riverside views.
Due to signage restrictions within the area, a digitally dominant campaign was established, including animated logo, digital media elements and lifestyle film. Dockside’s animated logo reflects the motion of the water adjacent to the development whilst highlighting Notting Hill Genesis as the developer by incorporating the corporate colours. The positioning statement, “Apartments that move you”, reiterates the fluidity of the river peninsula, whilst containing an emotive undertone.
