Goldcrest

When Goldcrest approached us for a rebrand, they could have been any other London-based land developer. What their existing brand failed to communicate was that they are anything but.

 - Steve Edge Design

Our challenge was to capture how Goldcrest don’t just develop land; we needed to articulate how they seek out the difficult sites, how they take on the challenges other developers shy away from, how they transform neglected plots of land into thriving communities.

Through a series of workshops, we extracted a set of key values that would underpin the brand identity. What really resonated with us was how Goldcrest see potential where others see problems, how they look at land from unique perspectives, allowing them solve the problems their competitors can’t.

 
 - Steve Edge Design
 - Steve Edge Design

From here, we established the tagline ‘Seeing Land Differently’. Underpinning everything Goldcrest stand for, this message informed the thought behind the visual identity. We created an icon that not only depicted the Goldcrest bird, but that highlighted the idea of seeing things from different perspectives. This icon became a dynamic graphic device used across print and web collateral.

When it came to the photography style, we wanted to capture the regeneration and transformation at the heart of their work. With this in mind, we made a point of capturing the people in the communities surrounding Goldcrest’s sites, as well as using abstract landscape shots to further highlight the way in which Goldcrest see land from original points of view.

 
 - Steve Edge Design

These assets all came together on the website, which set out to show how Goldcrest are a disruptive force in the land and development industry. Opting to replace CGIs with landscape photography and images of people, we brought the emotional side of Goldcrest’s work to the fore. With regard to the build, we created a simple, easy-to-navigate site, optimising speed and usability.