Octagon
Eight sides of life in Birmingham's first octagonal building
The world of built-to-rent can be hard to decipher, with so many developments looking like cookie-cutter versions of one another. But The Octagon – a 155-metre-tall, octagonal residential building in the heart of Birmingham – is different, and needed a brand that reflected both its architecture and the life within, to truly stand out in the city.
Our strategy was to build the idea around 'more sides to city living'. The Octagon’s location gives residents access to food, drink, arts, and culture – not to mention the different ways of living in the apartments themselves.
The Octagon’s shape, inspired by the nearby Jewellery Quarter, was designed as a ‘jewel’ in Birmingham’s skyline. We echoed this with a design approach that highlighted detail and quality, centring on a crafted, octagonal, jewellery-like ‘O’ in the wordmark.
Every design and art direction choice amplified the building’s shape, making its eight sides a distinctive asset no competitor could claim. High-end film and photography refracted like a kaleidoscope, octagonal objects were created, and animations featured a giant brand mark built from the building’s own materials.
The ‘sides of life’ strategy gave the messaging clear categories for ongoing marketing and motion made the brand perfect for screens.
Digital marketing, directed straight to the place where a lot of potential residents spend their time – their devices – was created to encourage quick lease up. The animated movement that came with the brand toolkit meant the underlying message of quality and variety could be expressed easily across any media.
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