Brand Launch
The Eades
My Solution
I worked closely with Here Design to create a brand identity rooted in Walthamstow’s creative spirit and layered cultural history. The concept of “Living life in all its layers” became the central brand narrative — a reflection of community, individuality, and design.
The visual identity leaned into mid-century influences, bold colour pairings, geometric patterns, and typography inspired by local street signs. This was complemented by references to William Morris, the iconic Walthamstow designer and socialist, whose influence was echoed in patterns, textures, and materials across digital and physical touchpoints.
To address local tensions, I partnered with a built-spaces PR agency to shape an integrated communications strategy that built bridges between The Eades and the local community. This involved collaborations with cultural institutions such as the William Morris Gallery, Future Formed, and Walthamstow Council, reinforcing The Eades as a contributor rather than an intruder.
The Challenge
As Way of Life’s new flagship development of over 500 apartments with high-spec amenities, The Eades required an independent brand identity that stood apart from the master brand while still reflecting Way of Life’s values of luxury and design-led living. The target audience was a slightly younger demographic than the rest of the portfolio — early 30s professionals and couples with high income, valuing creativity, culture, and connection.
A major challenge was its location in Walthamstow, an area rich in cultural heritage and community identity. The sheer scale of the two large buildings created tension locally, with some residents perceiving the development as gentrifying and pricing out the community. At times, there were even threats of disruption at public events. The challenge was not only to establish a brand identity that resonated with a younger, design-conscious audience but also to embed The Eades authentically into the cultural and social fabric of Walthamstow.
Execution
Brand Identity Development — Directed the creation of full brand guidelines with Here Design, covering tone of voice, colour palettes, typography, digital assets, and physical branding.
Placemaking & Community Engagement — Launched partnerships with the William Morris Gallery, Future Formed, and Walthamstow Council to create events and initiatives embedding The Eades into the local cultural fabric.
Guest Suites — Oversaw the creation of five short-stay guest suites, each designed by leading UK and local interior designers. Managed the designer appointments, briefings, approvals, installations, and photoshoots.
Content & Influencer Strategy — Directed photography and lifestyle shoots capturing the layered life of residents, and managed influencer collaborations across lifestyle, fitness, and fashion to amplify awareness on social platforms.
Press & PR — Secured earned media coverage in outlets including Condé Nast, Time Out, and trade publications, strengthening The Eades’ positioning as a design-led, cultural brand.
Crisis & Reputation Management — Worked with PR teams and security partners to mitigate local tensions, ensuring events and activations could take place safely while promoting constructive dialogue.
Capabilities Shown
Brand Strategy & Development — Building an independent identity within a master brand portfolio.
Creative Direction — Translating local culture and design heritage into cohesive branding.
Placemaking & Community Relations — Engaging with cultural institutions and residents to build authentic connections.
Partnership Development — Managing collaborations with designers, influencers, and local organisations.
Integrated Marketing Strategy — Overseeing PR, social, digital campaigns, and influencer activations.
Crisis & Reputation Management — Navigating local challenges while safeguarding brand reputation.
Content Production — Directing photography, design storytelling, and influencer-led campaigns.
