The Croydon Gateway site is a massive tract of land bordering East Croydon Railway Station. Stanhope and partners, Schroders, own the land and have plans to develop the site. It was essential that the local community understood the benefits of how the Croydon Gateway could transform their lives and what benefits the Stanhope plans offer in terms of modernising the CBD of Croydon. We were required to effectively win the hearts and minds of the local community by re-designing the Croydon Gateway brand. Our objective was to make the brand feel more approachable and accessible.

The solution
Understanding how much impact this major development will have on the local Croydon community, Firedog developed a lifestyle brand that encompassed a ‘Live. Work. Play.’ proposition. We purposefully designed a brand that was about people and space. To demonstrate the benefits of the development we used a natural green palette with silhouettes to illustrate the various ways in which Croydon Gateway will be used as well as to reinforce the fact that much needed greenery will be introduced to the CBD of Croydon. The use of computer generated imagery adds a human element that people can relate to.

The results

The brand success allowed us to subsequently deliver creativity around press, sponsorship, outdoor advertising, direct mail, community relations and web. We were also been appointed to design and produce the hoarding across the entire site as well as designing an 80m long, 3m high site billboard which will was visible to all East Croydon commuters and has been one of the most eminently visible, high impact billboards in the South East.