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Denham Garden Village

The Old School House 66 Leonard Street London EC2A 4LW T: +44 (0)20 7613 3933 W: advantagelondon.com

Building a better future

Denham Garden Village (DGV) is a 327-property retirement village in Buckinghamshire. Developed exclusively for the over-55s by Anchor Trust, the village was launched in 2004 and was the first of the company's Housing & Lifestyle developments, integrating high quality property, excellent amenities and care and support services on-site. A suite of communication materials were developed to promote Denham Garden Village. The brochure outlines the lifestyle benefits at the Village, along with offering reassurance through the on-site care and property services available. Photography has been used extensively in the marketing of the village, featuring both the stunning architecture and the daily lives of residents. All communication materials were designed to comply with RNIB guidelines to ensure legibility amongst the target demographic. To that end, the web site utilises a larger than usual display font, with a minimal amount of copy on each page to avoid scrolling.

Clear communication

An integrated campaign We developed a full suite of communication materials, including visual identity & stationery, brochure, interactive site guide, launch materials, web site, internal & external signage, direct mail, photography and press advertising. The identity conveys a caring, approachable look to instil a feeling of reassurance and peace of mind. The right direction Particular care was taken when designing way-finding and display signage to ensure

legibility. A colour scheme was developed to identify the different areas and floors throughout the development to help way-finding; this was essential due to the clever split-level access features of the Village Centre and apartment buildings. Award winning development The success of the project has been recognised with a Daily Telegraph What House Award and a Your New Home Award for Best Retirement Development.

Planning for off-plan sales

The sales launch of the development was held 6 months prior to the first properties being available to view. An impactful presentation was required to convey the benefits and physical look of the village to ensure customers would feel comfortable to place a 10% deposit on a property. By using a combination of vibrant communication materials, photo-realistic illustrations and a compelling creative message, the launch materials conveyed an aspirational vision of village life and provided a strong sales message to

potential purchasers. Supported by property plans and an interactive onscreen model of the site, prospective customers were immersed in a virtual version of life at Denham before the foundations were laid. Sales success A launch event was held to promote off-plan sales and build awareness of the development. Attended by Sir John Mills, the launch proved to be an enormous success with initial sales conversions far exceeding expectations.

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Brand building

A series of sub-brands were created for each of the main facilities within the village. The Café Bar and Health Spa are marketed extensively outside the village, so the sub brands needed to be strong enough to stand on their own whilst visually linking to the parent DGV brand. The facilities bring members of the local community into the village (and additional revenue); The Health Spa has over 500 non-resident members, whilst residents enjoy free off-peak use of the facilities.

Cross-promotion Additional materials developed for the branded facilities include menus and flyers for the Café Bar, a brochure and hoarding ad for the Health Spa and menu boards and carrier bags for the Village Shop. Promotions were also run to cross promote the facilities, with free treatments at the Health Spa available to Café Bar customers, and free drinks with meals in the Café Bar available to Health Spa members.

Desirable properties

62 spacious apartments designed exclusively for the over 60's High quality fixtures and fittings designed for ease of use Specialist security features built into each home for your peace of mind

For sales information call Manning Stainton on 01943 876258 Or visit us online at www.thelaureates.co.uk

Extending the brand

Following the success of Denham Garden Village, the Anchor Housing & Lifestyles brand was extended in 2008 to incorporate `market town' developments. The first of these is The Laureates in Guiseley, near Leeds. Building on success With 62 purpose-built properties, The Laureates visual identity shares its lineage with the Denham Garden Village communication materials, employing the same colour set (although focusing on

the green rather than blue) and deploying a Housing & Lifestyles look and feel throughout. The same high production values were used on printed materials, and imagery from Denham combined with stock photography to give the materials a human touch and convey reassurance. The Laureates sales materials include a brochure, mailer, sales folder, property detail sheets, advertising, hoardings and web site.

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