Creating a distinctive new identity at Camden Goods Yard
Client
Berkeley
Services
Brand Identity & Media Strategy, Marketing Campaigns, Digital Content & Social Media
We were tasked with creating a new name, brand identit and launch campaign for the newest building at Camden Goods Yard, offering 108 premium residences from Manhattan-style apartments to three-bedroom homes. The ambition was to establish a distinctive proposition for contemporary London living, while building on the established Camden Goods Yard brand. A key challenge was capturing Camden’s contrasting character: its regal heritage alongside its creative and bohemian spirit. The new identity also needed to appeal across two markets, resonating with both UK audiences and international buyers and investors, while supporting Berkeley’s premium positioning and the character of the local area.
We developed the name The Gallery, positioning Camden as a curated showcase of creativity where its past, present and future come together. The strapline, “A masterpiece in modern living”, reinforced the premium lifestyle proposition. The visual identity combined a typographic logo inspired by Camden’s cinematic heritage with a vibrant, nostalgic palette incorporating Camden Goods Yard yellow. Wes Anderson, retro Kodak posters and Vogue editorial influences shaped the photography direction, with AI-generated imagery creating distinctive lifestyle visuals incorporating symmetry, pastel tones and planimetric compositions. The identity was rolled out across film, digital, print, social media, brochures and launch campaign materials, creating a cohesive brand experience across every touchpoint.
The Gallery launched as a distinctive new sales brand that balances Camden’s creative character with the refined positioning of a Berkeley development. The identity provided a cohesive platform across the launch campaign and wider marketing materials, helping establish a clear proposition for both UK and international audiences. Feedback from the client’s UK and international teams was positive, with the launch successfully elevating the newest phase of Camden Goods Yard. Most importantly, the brand translated into early sales activity, with 21 appointments and two sales recorded over the launch weekend.
