L&Q – The City Mills
Marketing, Placemaking, Print, Property
Made for living
L&Q appointed Underscore to develop the brand name and key materials to support the marketing of a huge new residential development just a short walk from the City of London. We created the brand name of The City Mills after extensive consultation with local community groups. Rooted in the history of the Haggerston area and what we learned from the community, this name was designed to encapsulate the area's heritage while also referencing its prime location adjacent to the City of London.
Best Residential Regeneration Campaign, Property Marketing Awards 2015
About the brand exploration
In addition to the brand name, we also created a complimentary brand story of 'Made for Living'. Not only did this tie in with the story underpinning the name, but it also spoke to the regeneration of a previously deprived area, with over 700 new homes, public spaces a community centre designed to reinvigorate an area in the heart of London.

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