Alphabetical develops multi-sensory digital brand for luxury residential development

The Bryanston, Hyde Park, London’s latest premier residential high-rise of property developer Almacantar worked with London-based design agency Alphabetical on a multi-sensory digital brand strategy that celebrates its park-side location.

Almacantar approached Alphabetical three years ago because it wanted to eschew traditional property marketing techniques in favor of an approach that would make the most of its skyline development overlooking Hyde Park. It was this connection with the park and nature that formed Alphabetical’s approach.

By taking inspiration from the building, the agency devised a creative brand strategy that seeks to celebrate the development and its surroundings, making the most of multiple digital capabilities.

The result was the creation of a multi-sensory brand experience. Alphabetical captured the sights, sounds and smells of the park through field recordings and ambient sounds sampled from woodland, meadows and waterways. Together, the elements combined developed a natural symphony to be played across digital platforms.

“When you’re communicating with people who understand luxury but may not be familiar with the subtleties of life in our capital, environmental, digital and sensory branding is a great way to make the connection. It enables people to live and breath the development, and it helps you reach them across all channels,” says Tommy Taylor, creative partner at Alphabetical.

The brand elements focus on the visual aspect, showing rather than telling customers what they are going for and reflecting the views that can be enjoyed within the building. The bespoke typeface relates back to plants that can be found throughout the area. The natural theme also extends to the way in which eh apartments and floor-plans are identified, with each having its own leaf from the native and imported trees in the park.

“The team works across lots of sectors and is not constrained by what’s ‘expected’ in luxury property branding, which meant we were challenged too- our buildings are unlike any others so our marketing needed to reflect that,” says Rachel Moore, Almacantar’s marketing director.