Islington Wharf Locks Brand Strategy


Cuckoo were appointed to develop the visual identity for Islington Wharf Locks, a residential development located in Ancoats, Manchester. The development is a joint venture between Waterside Places, Muse Developments and The Canal and River Trust and consists of 101 luxury properties including 1 and 2 bedroom apartments, 2 and 3 bedroom mews houses and 3 and 4 bedroom canal side houses.



Cuckoo were tasked to develop the whole brand visual identity, beginning with a naming strategy, right through to planning and implementing the whole communications campaign. Islington Wharf Locks is located in the highly sought Ancoats area of Manchester city centre. It’s recently been voted one of the hippest places to live in the UK. The development therefore had to cut-through against many competing scheme in Ancoats and the city centre.



Islington Wharf Locks target audience desire a certain bohemian style in their lives. Our concept was to evoke this though abstract bold photography, positioned without boundaries or needless clutter, in large square spaces. The imagery told its own story with essences of fashion, art, the city, water, family and home. By adopting the largest format achievable — full bleed hoarding, vinyl record inspired brochure and takeover website — Islington Wharf Locks evoked a confidence that would live long in the lives of many.



Following the visual identity, a full communications strategy has been implemented with the branding carried through all channels. The publics first look at the campaign was online. The website adopts a unique style that showcases the imagery and visual of the development whilst providing a unique attention grabbing user experience. The hoardings encapsulate the target audience, transcending their norms and giving a glimpse of what Islington Wharf Locks has to offer – these assets created a buzz around the development in the wake of the launch.

The brochure, in keeping with the new-age demographic takes inspiration from vinyl record sleeve’s recognisable shape and size and sets it apart from other property brochures.  We also designed full suite of collateral and press material adopting the distinctive and attractive look and feel.

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