Calico Wharf, Country Garden
Launching the first UK scheme by China’s biggest developer
Country Garden made its British debut with an exceptional residential-led, mixed-use scheme on East London’s waterfront.
Calico Wharf is situated just minutes from Canary Wharf, Stratford and the City, and is set to benefit from the Lower Lea Valley’s ongoing transformative regeneration.
- Advertising
- Brand guidelines
- Brand identity
- Brochure
- Copywriting
- Digital
- Events
- Literature
- Photography
- Signage
- Website
Inspired by nature, rooted in heritage
The brand reflects the development’s riverside location, with a blue colour palette and subtle background print that embraces the rich heritage of the area, with its silk and calico printing works. Inspired by the works of local artist William Morris, the illustrative graphic is influenced by the flowers growing wildly along the waterways. The gold logo brings an element of exclusivity and is reminiscent of sunlight across the water.
Global appeal
There were several potential audiences to consider when developing the marketing campaign. Initially engaging with the investor market, collateral was focused on the opportunity to be part of the area’s huge regeneration, using punchy messaging, investment facts and growth figures.
To appeal to overseas students, we emphasised the excellent location close to established and new university campuses and education centres, while the development’s commutability, proximity to city hotspots and trendy local feel were highlighted to appeal to owner occupiers.
Interactive and engaging
GQ designed and built the responsive, content managed website to give the client a flexible platform for promoting properties throughout the life of the scheme. Featuring a development video and animated and interactive location maps, the site is engaging and user friendly.
"It has been a pleasure to work with GQ again. They never fail to bring invaluable knowledge, creativity and professionalism to every project."
Paul Hogarth, Sales & Marketing Director, Country Garden