Totality was appointed by the Hyde Group in 2004 to lead the marketing for a major long-term regeneration scheme just South of the river in central London. The brief was to create a strong master brand to act as a consistent focus for marketing, but with enough flexibility to be able to refresh the marketing campaign with each successive building launch. Maintaining this “flexible consistency” has been key to the effectiveness of the marketing. The master brand named “Bermondsey Spa” was brought to life through a visual identity featuring a series of silhouettes, designed to express the vibrancy of the area whilst allowing each building to adopt a particular silhouette and signature colour for its specific marketing.
Totality named all five buildings and continues to work on what is now the final phase of the regeneration.
The huge change in the economic climate during the eight years since 2004 meant that Totality had to adapt continually in terms of both the message and tone of marketing. The marketing proved highly successful throughout the whole period, exemplified through its being awarded “Most Effective Marketing Campaign of the Year” at the UK Affordable Home Ownership Awards in 2010.