Bringing European sophistication to Southwark

Latimer Homes – Branding and launching The Boulevard

Latimer Homes is the private sale division of Clarion Housing Group, one of the largest house builders in the UK with a strong housing association arm. Bell won a tender to create a unique and engaging brand position for a new boutique development at 90-92 Blackfriars Road, including a naming strategy and outcomes for standard and premium product ranges, and a marketing campaign to support an off-plan sales strategy.

We were tasked with increasing awareness for both the sales brand and Latimer’s market profile. Ultimately the goal is to generate high quality sales leads domestically and internationally as required. Ours was to produce high-end, engaging marketing and sales collateral that provides clarity, consistency and credibility.


Our response

Blackfriars Road is one of London’s only true boulevards, and extremely well connected to the best of cultural and social experiences London has to offer. It’s also about to undergo a long-term regeneration, which will bring it in line with some of Europe’s great boulevards. Hence, we settled upon “The Boulevard” as the development name. In short, our name reflected the current and future promise of the area, and it enabled us to get in first and ‘own’ that name.

We followed with a visual identity that set The Boulevard apart, highlighted by a hero “B” with three strands, representing the two directions and one island typical of such a road. We developed a design style influenced by elements of Modernism and Art Deco, with a touch of Art Nouveau – reflecting the design of the building. We then developed a detailed brand story, which became the wellspring for all copy and content, and a wide range of marketing materials including a bespoke host brochure with floor plans, a website, advertising, and direct mail templates. Photography was done in a reportage/magazine style, to differentiate it from standard property marketing images.


Five of the first eleven apartments released were reserved in the first few weeks of launch. The Boulevard website has registered 1,310 enquiries since its launch, and Google advertising has seen a very high click-through rate of just under 9.8% (97,189 impressions and 9,511 clicks).

Bell was appointed Highly Commended during the Transform Awards Europe 2022 for our work on The Boulevard in the category ‘Best Visual Identity from the Property, Construction and Facilities Management Sector’.


What our client thought

“Thank you to the team involved in The Boulevard launch. The event was perfect for the product and market. Great branding, model, venue, catering, marketing collateral – a real buzz in the room.”

Tim Seward, Director of Sales, Clarion Housing Group