Taylor Wimpey A branding refresh for Longford Park

Background

Longford Park is a large consortium development on the edge of the historic market town of Banbury, which has been built over a number of years by Taylor Wimpey, Barratt Homes and Bovis Homes. The identity used for the development was outdated and often mistaken for a golf club. The consortium approached us to design a new brand identity that better conveyed the community being created and worked well across a range of marketing materials needed.

Approach

To give the new brand context, we began by researching Longford Park and the local area. This was an important step in developing an identity that was in keeping with its surroundings and built on local themes.

Following our research, we worked up several first-stage logo concepts, showcasing a variety of approaches to the brief. The chosen idea has an elegant gold leaf as a reference to Oxfordshire's natural landscapes and the abundance of Oak trees. The location, Banbury Oxfordshire, is also included in the logo to show the importance of place and community at Longford Park.

We created a new website for the development, which beautifully showcases the idyllic location and allows visitors to find out more about the homes available from each developer. The simple, elegant design makes navigation effortless and gives a classic, polished look which better reflects the quality of development and community that is being established.

Results

The new brand allows the three separate housing developers to unify behind one identity. This has in turn led to raised awareness of the site and sales success during the recent phase of development at Longford Park.

Rhian Smith, Marketing Manager at Taylor Wimpey Oxfordshire, commented: "The Longford Park brand now conveys the key messages of the development, which is about us building a community and not just homes. RKH listened carefully to our requirements and managed to create a real sense of place for Longford Park. We’re now building up the new brand recognition and it’s received a great response so far.”