We were briefed to brand and launch a new landmark residential tower in London’s Battersea, at the heart of a scheme comprising what would be a new state-of-the-art home for the world-renowned Royal Academy of Dance. With the whole scheme to be known as Avanton: Battersea, and the tower itself presented as a bold new vision for contemporary living. Its design being both geometric and fluid, with repeated framed sections running up the whole height of the building.
The first challenge was to name the building in a manner reflecting both its design and relationship with the Royal Academy of Dance. The chosen name Coda, is both a musical notation indicating that a particular passage in a piece should be repeated, and also the word used to describe the final movement or flourish in a ballet performance.
A flowing wordmark was then created, inspired by this notion of a balletic flourish, accompanied by the tagline ‘life in motion’, to reflect the dynamic nature of the lifestyle on offer.
To support of this lifestyle promise within the building itself, we led the creation and design of a multi-use club space for residents, to be used as a lounge, workspace, cinema or even private dining room.
Then in order to create a distinct visual style across marketing applications, imagery was created and sourced, which combined the inherent dynamism of dance with the beauty and energy of a world-class city like London.
A wide array of applications were created in support of the launch. Including a host brochure, film, website, and print and digital advertising.
In addition, we also led the design and fit-out of the on-site marketing suite, and the staging of a VIP event to celebrate the association between Avanton and the Royal Academy of Dance.