Peabody – The Levers
The Levers is a new, high-spec Peabody development at 2-16 Amelia
Street, in Walworth near Elephant and Castle. Originally a Family Mosaic
development, the project changed hands when Peabody and Family Mosaic
merged in 2017. Peabody is one of the UK’s leading housing associations,
directing all their profits to the building and making available affordable
housing across London.
Our brief was to create a brand and visual identity for The Levers, and to
deliver a fully integrated marketing communications campaign. They wanted
to stand out from the competition, presenting a unique location experience
whilst associating it with the new Elephant & Castle redevelopment area.
They key message they wanted to convey was ‘high quality stylish city living’.
We had to present living at The Levers as an aspirational urban lifestyle
experience in a desirable destination. Whatever brand and marketing activities
we developed would also need to lift perceptions of Peabody, to help build
trust in them as a quality high-end developer.