The Auria

Where cultured meets cool

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The challenge

With Catalyst Housing’s jewel in the crown, Portobello Square consisting of 1000 new homes, having gone through different brands already we were tasked with creating a brand which would stand the test of time. Not only did the new brand need to connect with customers it also needed to feel right for the existing tenants that would transfer to the new social rental apartments.

The solution

As always, the property brand needed to be true to the area. The previous brand ‘Bond Mansions’ felt at odds with Portobello – trying to use a shallow brand to make a development more ‘Mayfair’ was the wrong direction for Portobello Square.

We drew on the eclectic nature of Portobello by creating a series of patterns all inspired from the local area – from the Electric Cinema, to architecture to graffiti. This blended with the name and palette and font which was more ‘Notting Hill’ have the brand a strong sense of place with the appropriate premium feel.

The result

Catalyst Housing love the brand we’ve created for them and feel it’s one of the strongest brands they’ve ever put to market. As importantly, it was embraced by the local community. This is a brand which will now last for the Portobello Square regeneration project.

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