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Urbansplash Brandbook Web.Pdf INTRODUCTION 02/03 2018 is our 25th year, and it's a good time to reflect on the past while we apply ourselves to the challenges of the future. Our updated brand book shows us how we will continue communicating what we've been saying and doing for years. Lister Mills, Bradford 04/05 "We will leave this city not less, but greater and more beautiful than it was left to us." – Oath sworn by the citizens of Ancient Athens Park Hill, Sheffield SECTION 01 06/07 Who we are 12 – 13 16 – 25 Our golden rules Transformations 08 – 09 14 – 15 26 – 27 How we behave How we're different Our history We’re we breathe entrepreneurial new life into enthusiasts – buildings and places we love. HOW WE BEHAVE 08/09 We're always brave. We're creative from the ground up. We're constantly learning. Rebel at heart A wise head Original thinkers We have an edge – we’re natural risk As our stature has grown – so has our wisdom, We’re all about innovation; from the design takers; looking at things from another only by learning through our mistakes and focus of our products and places, to the way angle is something we do daily. embracing imperfection can we arrive at we conduct business. We do things our way where we are today. We’re well travelled and make places that are full of character. We don't like to hear "it will never work". and like to bring good ideas to the table so Changing our industry for the better has we’re serious about embracing culture and Using our imagination is key to developing been a real buzz from day one – and, we collaboration – giving us a cosmopolitan take visionary schemes and evolving a brand admit, flouting the rules gives us a kick. on creating neighbourhoods. that people see as iconic. Idiosyncratic, distinctive, unconventional – 25 years brings maturity and the confidence Creating structure and stability within our but only because we like to forge our own to be understated – to let our brilliant products, towns and cities and inspiring people to radical path and seek adventure. people and places be the focus. live well is what drives us on. Doing things our way allows us to be bold Striving for better is something we believe and challenge conventions, to leave our in and think our customers deserve. positive mark on the world makes us proud. 10/11 Leaving our positive mark on the world makes us proud. House, New Islington OUR GOLDEN RULES 12/13 1 Whatever we’re doing, as 4 We always question convention; individuals and as a company, there’s always a better, more we always look for the best efficient way. way of doing it. 5 We set trends; we never jump And if someone else can do on bandwagons. it better, we invite them to work with us. 6 We prefer talent to experience; we only hire the best. 2 We always start with a vision in mind; if you don’t know 7 We expect everybody in the your destination, you’ll never company to make a difference; get there. if they’re not doing that they don’t belong here. 3 We don’t wait and see; we start early and take risks. HOW WE'RE DIFFERENT 14/15 We see things differently. Where other property companies Where they see the same see risks, we see opportunities. old boxes, we see striking, sustainable architecture. Where they follow the rules, we follow our instincts. Where they see ‘residential and commercial units', we Where others see the chance see homes and businesses. for a quick profit, we see a fair deal and the long-term rewards Where they see problems, of regeneration. we see places. TRANSFORMATIONS 16/17 It’s what we do. Park Hill, Sheffield 18/19 Albert Mill, Manchester 20/21 Matchworks, Liverpool 22/23 Brewhouse, Royal William Yard, Plymouth 24/25 Britannia Mills, Manchester OUR HISTORY 26/27 1993 1994 1995 1996 1997 1998 1999 Our first 25 years Concert Square, Schoolhouse, Smithfield Buildings, Britannia Mills, Collegiate, Tea Factory, Matchworks, Liverpool Manchester Manchester Manchester Liverpool Liverpool Liverpool We like to talk about our past projects because actions speak louder than words. 2000 2001 2002 2003 2004 2005 2006 2007 2008 New Islington, Box Works, Timber Wharf, Budenburg Lister Mills, 3Towers, Chimney Pot Park, Rotunda, Longlands, Manchester Manchester Manchester Haus Projekte, Bradford Manchester Salford Birmingham Stalybridge Altrincham 2009 2010 2011 2012 2013 2014 2015 2016 2017 Midland Hotel, Mills Bakery, Lakeshore, Saxton, Park Hill, House, Stubbs Mill, Smith’s Dock, Avro, Morecambe Royal William Yard, Bristol Leeds Sheffield New Islington, Manchester North Shields Manchester Plymouth Irwell Riverside, Manchester SECTION 02 28/29 Where we're going 32 – 61 Our key messages 30 – 31 62 – 63 Our mission What we want to talk about We want to it’s where talk about we’re going. the future – OUR MISSION 30/31 We want to deliver exceptional places for people to live and work and better futures for our towns and cities. To do this we will continue to learn, challenge and innovate, we'll champion great design and collaborate with the best creatives and thinkers. We'll be exemplary partners, landlords and employers, we'll adopt the highest standards and provide great service. By working to be the best in everything we do we'll remain sector leaders and continue to be the regeneration partner of choice. Timber Wharf, Manchester OUR KEY MESSAGES 32/33 Cities are made of people and places. We began with small projects that encouraged pioneering people and 01. transformed forgotten places. We've moved from individual buildings to city blocks to future neighbourhoods but our focus has remained on Rethinking creating better places for people. our cities Park Hill, Sheffield 34/35 House, New Islington Matchworks, Liverpool 36/37 House, New Islington OUR KEY MESSAGES 38/39 02. Live well, by design We believe in the power of design to improve lives. Through design we can make sustainability second nature, make healthy living easier, make quality affordable and above Park Hill, Sheffield all make homes that people love. 40/41 Saxton, Leeds Chimney Pot Park, Salford 42/43 Royal William Yard, Plymouth OUR KEY MESSAGES 44/45 03. Transforming places Whether we are finding beauty where others see problems or delivering a future neighbourhood from scratch we think about our impact on the place and the city. Every change, from masterplans to minor details is a change for Royal William Yard, Plymouth the better. 46/47 Royal William Yard, Plymouth Park Hill, Sheffield 48/49 Lakeshore, Bristol OUR KEY MESSAGES 50/51 04. Space with benefits We have always been a brand for people wanting more than just space. We support and encourage businesses that are looking for exchange, creativity, community and a place where they are proud Park Hill, Sheffield to say ‘this is where I work’. 52/53 Tea Factory, Liverpool Timber Wharf, Manchester 54/55 Royal William Yard, Plymouth OUR KEY MESSAGES 56/57 05. Established innovators Innovation is not an aim for our business but a by-product of never accepting the stock answer. We see change as opportunity, not a threat and start with the belief that there is a better way. It is this belief that makes us open to new ideas, intent on learning House, New Islington and enthusiastic collaborators. 58/59 Royal William Yard, Plymouth Lakeshore, Bristol 60/61 Chimney Pot Park, Salford WHAT WE WANT TO TALK ABOUT 62/63 Urbanism/Placemaking/ Transformations/ Great design/People/ City building/Collaborations/ Future neighbourhoods/ Iconic buildings/New ideas SECTION 03 64/65 How to say it 66 68 – 71 74 – 75 78 – 81 90 – 105 Key brand characteristics How we speak Partnership lock-ups Our typography Film and photography 66 67 72 – 73 76 – 77 82 – 89 Our visual identity Content-led approach Our logo Our colours Our print formats Our visual it’s how we identity is talk about and our platform – show our ideas. OUR VISUAL IDENTITY CONTENT-LED APPROACH 66/67 Our visual identity is confident Our flexible identity is a vehicle and understated, and allows for showing great content in a our great places, buildings, new and compelling way. architecture, and people to fly the flag. We have content to show that is engaging; communicating our experience and our ideas KEY BRAND CHARACTERISTICS about cities and improving the way people live and work. Content-led/Confident/ Mature/Understated/Flexible/ Customer and partner focused. HOW WE SPEAK 68/69 Our rules Jargon free writing Be concise The way we speak reflects The way we write, in print and online, Jargon is confusing and non-inclusive, Keep things clear and concise, but leave conveys the character of our company: so it’s best avoided. If someone can’t nothing out. Avoid editorial comment; the way we work, and the edgy, unconventional, radical, bold, understand what you’ve written, you use interviews and facts to add emotion collaborative, cosmopolitan, mature, haven’t done your job properly. If you and context. confident, innovative, imaginative, visionary, really need to use a specific word, make success of our projects. iconic. Irreverent but not silly, confident sure it’s explained clearly. Never assume without being cocky, conversational and prior knowledge. Statements, not headlines natural without over familiarity. We avoid trade clichés, especially estate- Avoid headlines – use strong quotes and agent-speak (e.g.. ‘a much sought-after statements instead. Rather than trying to Writing for people location…’, ‘the dream home you’ve be snappy and clever, we summarise our These are some general always wanted…’ etc.).
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