Clapham Park is undergoing a major transformation over the next ten years. The existing estate is being regenerated with a range of brand new and re-furbished buildings, complemented by new retail, commercial and leisure facilities, as well as a new travel interchange. Underpinned by income generated through the sale of private sale units, the vision is to create a highly popular place to live within the Clapham area.
Totality was instructed to create the positioning and master brand identity for the scheme - one which embraced the breadth of community whilst promoting an aspirational image to appeal to people who would consider buying a home there. One of the main selling aspects is the amount of open green space available for residents to enjoy, and not surprisingly this competitive difference became the basis for the "London parkland living" proposition. The idea of being able to enjoy such a large amount of dedicated outdoor space led to the strapline "Love the place you live".
The first work to be made public has been for the UK launch of the Cavendish Building in November 2012.