Projects
Spa Court
We were approached by the renowned developer, Brookland Group, to provide marketing assets for a brand-new development still in the planning stages in the town of Ashby-de-la-Zouch, Leicestershire.The development was given the provisional name of ‘The Terrace’, though we would also be providing naming concepts for the final name. The development was set to comprise 10 beautifully designed townhouses in two terraces, situated on the very edge of the Bath Grounds – a beloved 13-acre green space at the heart of Ashby-de-la-Zouch. The design would complement the next-door hotel, a Grade II-listed building known as the Royal Hotel, which had previously hosted royalty.Each property would be immaculately finished to the highest standards, incorporating the latest technology and appliances. The homes would be aspirational and priced accordingly; the setting and elevated nature of the design had created a certain amount of excitement in the market as this was quite a special addition to the location. The challenge was on to create complementary branding, beautifully designed sales materials and a name for this new and exciting place to live.
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Services used: CGIs and Floor plans
Client: Brookland Group
Spa Court - an exclusive collection of 10 beautifully imagined townhouses
Set to be one of the town’s best new addresses, the development offers contemporary style in a historic setting: the houses are built on the site of the former Ivanhoe Spa Baths, which were attended by local high society during the Georgian era. The attractive red brick and
stone design complements the Grade II-listed Royal Hotel building next door, which will offer a new destination for dining and leisure.Each house has been designed with fabulous details throughout to create a restful, luxurious home with modern design and the very latest in technology and appliances. Large terraces and manicured gardens overlook the Bath Grounds to the rear, with direct access from the development – a 13-acre park right on your doorstep.
Naming concepts
Naming a development requires a lot more thought than you may think: there’s plenty of research behind the scenes, taking into account the history of the site, the topography of the land, any former use etc. We were fortunate to discover that the latest Brookland development was set to be constructed on the site of a former Georgian spa baths next door to a listed hotel, so there was plenty of history to uncover. We used a number of elements from the bath’s past to influence some of the naming concepts for the development.When naming, it’s also important to use a name which correctly describes the design of the development: for example, a close would only be used for a cul de sac, and an avenue would be used for a substantial road – usually with access at both ends.In the end Spa Court was selected. Grand with a lovely nod to its historical roots.
Branding concepts
With the name decided, we proposed three initial designs for the branding of the development, and below shows the winning concept.This Spa Court logo beautifully captures a sense of timeless elegance and architectural grandeur.The way the tip of the feather forms an archway reminiscent of a church, castle, or palace creates a refined and monumental feel, reinforcing the brand’s sophistication.The colour palette echoes natural tones to provide a feeling of understated elegance.The delicate yet structured lines give it a graceful balance between tradition and modernity.