CEG: Kirkstall Forge
Kirkstall Forge is situated in a wooded valley created by the River Aire and the Leeds Liverpool Canal. CEG's plans for the neighbourhood include 300,000 sq ft of grade A offices, 1,050 new homes, 100,000 sq ft of retail space, cafes and bars, a new train station and a new school.
CEG’s vision is based on the principles of Victorian model villages like Saltaire. The masterplan and homes have been designed by Feilden Bradley Clegg Studios, winners of the RIBA Stirling Prize, and the high-spec office spaces set a new benchmark of quality for Leeds.
Different by design
This neighbourhood is unlike anything that already exists in Leeds. The Scandinavian influenced homes will offer a genuinely new choice. The combination of a 6 minute train ride into the city, the river/canal valley setting and easy access to the Yorkshire Dales, provides a unique proposition for people looking to live or work in this part of the world.
Such a proposition needs branding that stands out and communicates the potential this place has to offer, to an audience who want to live and work in inspiring places. Working in collaboration with our client, we refer to the proposition as ‘Different by design’. Kirkstall Forge is different, and intentionally so. A new brand identity has been applied to new site hoarding, marketing collateral and a new website. Future applications will include advertising campaigns, a marketing centre graphics and a suite of sales brochures and guide books.
Head of Sales and Marketing at CEG, Aisling Ramshaw is confident that the new branding will provide the platform needed to sell and let future phases:
“Our whole team is delighted with the new branding. Having defined and researched our target audiences, we know we have to portray this development as something different and something new. Kirkstall Forge needs to be positioned at the premium level of the market, as our ambition is that it is the best mixed use development in the North of England.”
“To achieve this, Thompson has brought a fresh approach to this type of property marketing. The new branding signifies exactly what Kirkstall Forge stands for, with a lightness and touch that communicates perfectly our unique proposition.”