The Switch

Flicking the Switch on SW17

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The challenge

We were tasked with the challenge of making these shared ownership apartments set in a former greyhound track differentiated and more appealing than the neighbouring private sale apartments.

We knew we had to make people feel this development could really be the start of something special in their lives - the opportunity to afford a great apartment in a place with a real sense of community and optimism.

The solution

First we dialled into the burgeoning regeneration of the area, based around the concept of rebooting it. We played on the development’s post code - SW17 – with a name that would bring the area to life with dynamism.

We hit on the name The Switch to infer a change in fortunes, with lifestyle, complementary and tech elements, plus the general yin and yan of the area. This also led to the brand device of changing ‘SWIT’ to SW17.

Then we set to work on creating strong visual branding that made it very distinct (and thus more premium) from its neighbour and competitor, Stadia Three.

The result

We’ve launched in mid-January 2021 with record numbers of people attending the launch virtual meetings, lots of people are ready to make the switch, so things are looking good and we’re teaching this old dog track some new tricks.

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