The brand is used on marketing collateral and, in the first instance, a hoarding to run the length and breadth of the site.

Aimed primarily at young creatives and professional re-locators looking to live near in the heart of creative Macclesfield, but also within striking distance of the urban centre of Manchester, the brand needed to position the development alongside similar offers in the city centre’s Northern Quarter and Ancoats districts.

Given its prominent position in the town centre, visible from a major thoroughfare; railway line and to passing pedestrians, we wanted the hoardings to really shout out, hence the palette of bright acidic colours, The large poster-sale uppercase letters are a nod to the type advertisements and bill posters found on post-industrial mills. Building the brand around type and messaging was also a way to get around the absence of development photography – the brand was launched as the building plans were still being signed off.

In order to tailor messaging to different audiences; apartment sizes; and a mix of shared and private ownership, we adopted a modular design where the messaging and layout were made up of a series of ‘bricks’, which can be tesselated together in combinations that work for each output.

Creative Concern also developed the brands for Chalk and Sunderland Street.