The spirit of The Heron brand is encapsulated in the copy line, ‘Effortless living in the heart of the City’, which paints an enticing picture of the lifestyle the target audience aspires to. This sentiment carries through every aspect of the marketing materials, from the tone-of-voice to design and layout and production values. The identity takes stylistic cues from the world of luxury brands. A rich, but restrained colour palette, high quality materials, precise finishing, attention to detail, elegant typography, a generous use of space and iconic imagery all work together to portray this prestigious product in the correct light. The brand is woven into every single aspect of the marketing process, but is also designed to live with the building, staying with the customer through their experience of the product and supporting their perceptions at every turn.

The fundamental elements of the brand work together with a large bank of photographic imagery, technical diagrams, computer illustrations and movies. These original assets form the content for the literature package, the website and press advertising. The brand expression culminates in the marketing suite, at the heart of which is an interactive presentation that uses cutting-edge technology to seamlessly convey the many layers of the The Heron story.

• www.theheron.co.uk