The Otto

When developers Londonewcastle asked us to name and brand their new collection of apartments set right by the open spaces of Hackney Downs, we knew we had to create something that would honour this much-loved patch of London greenery.

 - Steve Edge Design

When it came to naming, we set out to find a word or phrase that would reference the architectural variety across the development, while evoking the swathes of natural beauty right on the doorstep. After some time spent exploring and researching, we came across ‘Otto’, a word of Persian origin translating roughly to the ‘fragrance and essential oils derived from plants’. The name perfectly captured both the green surroundings and the rich mix of architectural and design influences throughout the development.

 
 - Steve Edge Design
 - Steve Edge Design
 - Steve Edge Design

The brand followed suit, with clean, crisp typography, a bold, vibrant colour palette, and a series of bespoke illustrations commissioned to celebrate the flora and fauna of Hackney Downs. Rolling the brand out across all applications, we created a distinctive hoarding which brought colour and energy to the site, complementing the charming parkside setting.

 
 - Steve Edge Design
 - Steve Edge Design
 - Steve Edge Design
 - Steve Edge Design
 - Steve Edge Design
 - Steve Edge Design

The floral patterns of the hoarding were also brought to life online as we created a colourful, elegant website with a high level of interactivity and strategically placed call to actions.

To complement the sales-based messaging, we created a web page to celebrate the character, culture and personality of Hackney. This page housed the ‘Tales from E5’ blog, an ongoing hub dedicated to documenting the different people, places and goings-on in the Hackney area.

 
 - Steve Edge Design
 - Steve Edge Design
 - Steve Edge Design