Wembley's
alive with colour
Quintain
Rebranding and marketing Wembley Park, as London's hottest new destination.
Project involved:
Pitch - Photography - Film - Print - Website
Role: Creative & art direction
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Agency: Bandstand
Design: James Clarke
Copy: Will Miles
Set design: Katie Fotis
Photographer: Ilka and Franz
Project summary
Bandstand was appointed to work for property development giants Quantain. Working with advertising agency BBH, we developed the brand and launched a marketing campaign for Quintain’s £2bn Wembley Park development.
Our brief was to encourage retailers, restaurants, and brands to buy into the 8.8 million sq ft of mixed-use space available at this exciting new scheme neighbouring Wembley Stadium.
In fact, one of the biggest challenges of the project would be shifting the perception that is area is purely an event venue, due to its association with the stadium and arena.
We began by helping Quintain develop the placemaking strategy, defining four distinctive quarters combining green space, leisure facilities, food and drink, shopping, residential, events, and designated pop-up space.
We wanted to represent the types of things Wembley Park will be known for. Such as food and drink, retail and green space.
However, the creative challenge came with the development initially remaining a construction site. We used playful conceptual imagery to portray all the different (potential) retailers at Wembley Park.
Each representation was always reimagined in paper, plastic or something else. We created weird and wonderful versions of the types of things that would be expected at Wembley Park.
Working with wonderful photography duo, Ilka and Franz to design, style and shoot 25 vibrant images to be used within the campaign. I also worked with DOP Vlad Jakovlev to create small snippets of video to be used online.
The imagery created for the campaign picked up Silver award, in the One eyeland photography awards, within the still life category. And another silver award, within advertising in the Moscow international foto awards.
This campaign was built around playful and colourful imagery.
We tailored messaging and imagery to each new potential retailer.
