The Draper

Brand Launch

My Solution

I led the creation of a brand narrative rooted in the concept of “Blue Sky Living” — inspired by Colindale’s history as an aircraft manufacturing hub and the panoramic views from the building’s high-rise apartments. This idea celebrated optimism, sanctuary, and enjoying life’s smaller moments: living close to the city while having space to breathe. The tone of voice was calming and poetic yet clear, reinforcing The Draper as a place of balance and perspective.

Working closely with Here Design, I directed the development of brand guidelines, visual identity, tone of voice, and a two-year integrated communications strategy, spanning launch to stabilization. The solution placed equal focus on placemaking and brand storytelling — positioning The Draper as more than an address, but a lifestyle.

The Challenge

Launched in mid–late 2025, The Draper was a new residential development for Way of Life that required a distinct identity: one that could stand independently from the master brand while still carrying Way of Life’s reputation for design-led, luxury living. The added challenge was location — Colindale, North West London, an area without strong cultural cachet. The task was to build a brand that would make The Draper aspirational, establish it as a lifestyle choice, and attract both residents and community attention despite development delays and a competitive rental market.

Execution

Placemaking & Content Shoots — Oversaw lifestyle, product, and placemaking photoshoots that captured everyday moments in The Draper’s amenities and spaces.

Designer Guest Suites — Appointed and managed collaborations with Studio Iro (London) and ADC Atelier (London–Barcelona) to deliver three premium guest suites. Directed design briefing, approvals, installation, and the accompanying photography and interview series.

Community Activation: “Moments Unboxed” — Conceived and launched a resident engagement campaign giving new tenants disposable cameras to document their first month in the building. The resulting imagery was turned into owned media content for organic and paid campaigns, showcasing authentic community life.

Local Partnerships — Initiated a relationship with the Colindale Community Trust to host events and activations, reinforcing The Draper’s role as a community hub.

Editorial & Content — Partnered with a copywriter to publish journal articles exploring themes of lifestyle, design, and belonging.

Integrated Marketing Strategy — Oversaw paid social, retargeting, email campaigns, website strategy, and PR coordination.

Capabilities Shown

Brand Strategy & Development — creation of an independent brand identity distinct from the Way of Life master brand.

Creative Direction — tone of voice, photography, content shoots, and Blue Sky Living visual expression.

Community Engagement — conceptualising and delivering activations that built belonging and authenticity.

Partnership Management — working with designers, agencies, and local organisations.

Integrated Marketing — digital campaigns, PR, and cross-channel comms strategy.

Content Creation & Storytelling — from editorial articles to authentic UGC-style campaigns.

Project & Stakeholder Management — coordinating agencies, designers, and internal teams across a two-year timeline.