THE KEEL
Life, perfectly balanced
Branding | Property
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The challenge
Barings’ Build to Rent development, The Keel, stood proudly on the banks of the iconic River Mersey, offering a prime waterfront location. However, its branding failed to capture the essence of this unique development and its diverse target audience of professionals, couples, and young families. As interior renovations were underway, TCC was tasked with revitalizing The Keel’s brand identity, ensuring it resonated with its vibrant surroundings and prospective residents.
The solution
A deep dive into existing touchpoints revealed an urgent need for consistency and a cohesive brand strategy that could seamlessly integrate across all platforms.
Drawing inspiration from the development’s quayside environment and the feel of the proposed interior design, TCC crafted a fresh identity that artfully balanced The Keel’s peaceful setting with its vibrant location, rich history, and inherent sense of stability. Natural emerald and navy tones, coupled with textured copper accents, evoked a sense of equilibrium, perfectly complemented by the new positioning statement, “Life, perfectly balanced.”
Extending beyond visual elements, TCC aligned The Keel’s voice, crafting a cohesive narrative that echoed the brand’s newfound identity. A natural, welcoming tone, inspired by the iconic past, was adopted throughout touchpoints, increasing the brand’s resonance with its target audience.
The result
Through our strategic partnership and rebranding, The Keel emerged as a beacon of balanced living, its brand identity capturing the harmony between its tranquil riverside setting and its vibrant location. The cohesive narrative and visual language resonated deeply with the development’s diverse target audience, fostering a sense of community and belonging.
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