Totality was asked to create the marketing for the final phase of this mixed-use enclave in the King's Cross area of London. Most of the development had already been completed and had attracted a range of companies and retailers interwoven with residential units. The final phase would follow a similar architectural pattern of new-build combined with sympathetic refurbishments of existing buildings.
Totality recommended refreshing the visual identity for the scheme - sufficiently close to the existing identity but with a more modern image which would help position the scheme more towards the creative / media industries now moving into the area.
In addition, a single-minded positioning was created around connection, this being an important strength of the area. Although consisting of a network of pedestrian walkways and piazzas, Regent Quarter is within five minutes walk of the best connected travel point in London (and indeed arguably the UK). With 6 London underground lines passing through King's Cross St Pancras, two mainline stations serving the UK, and the international Eurostar terminus, there is nowhere else better connected. Majoring on this competitive strength would provide a distinctive appeal to the widest range of residential buyers and commercial tenants.
The strapline "Life well connected" became the core for the marketing campaign. Strong sales of the residential units were achieved in south east Asia launches and sales continue apace despite the scheme not yet being formally launched in the UK. All the commercial spaces have been let to a major tenant prior to the completion of development.
“Totality played a key role in designing, generating and managing the delivery of a multimedia marketing package for dual south east Asian residential launches. The brand they created certainly aided in placing the scheme in the correct area of the market and the delivery of all materials was achieved within a relatively short timescale. We were very pleased with the outcome and would not have been as successful as we were if we hadn’t had Totality on board.” James Burrage.