In Total Serenity
London Square is one of the capital’s leading residential property developers. In recent years, the company has shifted focus toward the prime luxury market, creating residences rooted in heritage and positioned within London’s most sought-after neighbourhoods.
For the launch of Fifty Brook Green — a boutique residence with tranquil charm — I was tasked with creating a consistent and distinctive brand narrative and voice. The challenge was to differentiate the property within a saturated market, ensuring it stood apart from other luxury competitors (including London Square's own portfolio) with a clearly ownable identity.
Establishing the Story
Fifty Brook Green is a gated collection of prime apartments located in West London, nestled between the bustle of Hammersmith and Shepherd's Bush. Surrounded by greenery, the property offers a sense of tranquillity rarely found in the capital.
Along with my creative director, I devised the narrative for the hero campaign film. The concept? To contrast the energetic elegance of West London with the serenity of Fifty Brook Green, establishing the property as a peaceful oasis amid the city bustle.
My responsibilities for the film stretched beyond creating the storyboard. I supported casting, led the development of styling, make-up and music briefs, and worked closely with our production partner, MAV, on shoot days
Building the Brochure
We created an editorial-style brochure for the launch that dives into the Brook Green area and highlights the defining features of the property. I also devised the photographer’s shot list to ensure the imagery perfectly matched my copy.
Our tonal pillars — effortless, tranquil, elevated — defined the campaign voice, establishing the property’s luxurious character while creating a vivd image of its desirable surroundings.
Explore the full brochure here.
I then translated the key messages outlined in the brochure to the Fifty Brook Green website.
