creative agency. brand consultancy.
Working with Multipart Property and PRDNationwide, we were thrilled to create a nautically-themed brand for Bowline, a set of luxury apartments, offices and retail space situated right on the edge of Newcastle Harbour. In an area seeing extensive development, with a number of competing projects surrounding the site, it was imperative Bowline stood out among the competitors.
The Bowline brand is conceptually underpinned by the tagline ‘more. moor.’ The tagline succinctly captures both the promise of Bowline delivering more than surrounding developments, as well as being the perfect place for the target demographic — particularly downsizes — to ‘settle down’, to ‘moor’ on the forefront of Newcastle Harbour.
With the concept in place, we proceeded to develop a nautically-themed display suite, online collateral, social media campaign elements, EDMs, sales books, and a premium brochure, featuring immaculate brand foiling.
Some brand names snap into place with an almost audible click. The name of ‘Bowline’ did just that, effectively connoting in a single word the mood, lifestyle, location and architecture of the development.