ico have been involved with the marketing strategy and styling of The Heron from the early stages. Working closely with the client, the agents and the architect, we created the identity and brand, as well as commissioning a bank of original assets that work across every aspect of the promotional campaign.

The Heron brand carries the copyline: ‘Effortless living in the heart of the City’; the urbane characteristics of the site clearly draw from this concept for inspiration, with its smooth flash elements and easy transitions. Beautiful panoramic photography of the building’s views and immaculately rendered images of interiors are presented to their best advantage on a widescreen image canvas which acts as the focus of the interface. The site appears uncluttered but will instantly unveil layers of information and inspiring images on further exploration. The enticing world of city living is opened up through interactive maps that guide the user to the social and cultural highlights of the area.

The website is the first element of the campaign to be launched into the public domain. It will be followed by a literature package, launch materials and high-profile press advertising. The marketing suite will also benefit from branding direction from ico.

• www.theheron.co.uk