Brand identity

Assam Place

A premium development brand for London's well healed international students.

Assam place is a new development created by the Aldgate Developments Limited. This is a partnership company formed from the Mace Group and a boutique developer, Alternative developments. Our remit extended to strategy, research, the creation of multiple brand identities, visual look and feel identity, brand and spirit guidelines, website design and build.

We created the master plan brand alongside the subsequent three sub-brands within the family.
We created the master plan brand alongside the subsequent three sub-brands within the family.

The exclusive student offering covers every aspect of desirable student living.

Working from acquired land in London E1, Firedog client Alternative Developments, created a development which features both premium student accommodation, as well as a commercial offering based on a period Victorian warehouse conversion. The exclusive student offering covers every aspect of desirable student living and an optimal environment for study and social activities. With students looking for more than the average halls of residence, they are able to customise their environment to match their individual requirements.

This development is more premium and desirable than the product offered by competitors.

Due to the superior offering and deliberate move away from “party and beers” culture, the brand needs to appeal to well off international, American and Asian students. Firedog’s brief was to create a strong brand that communicates the unique benefits of the development, creating the perception that this development is more premium and desirable than the product offered by competitors.

The development is located in the Aldgate area along Commercial Road. The area is a period of thriving regeneration with media and technology influences, yet is still very central within zone 1.
The development is located in the Aldgate area along Commercial Road. The area is a period of thriving regeneration with media and technology influences, yet is still very central within zone 1.

We are responsible for the full brand remit, from strategy and naming through to brand and visual identities for all development components. 

Industry research revealed that many of the brands operating in this space focused on fun, care-free student experiences. Convenience and safety were also emphasised to mask basic functionality.  We created a series of visual identities that deliberately moved in a more premium direction. We developed two brands for the student offering: LIVE1 for the premium student offer and Assam Studios for the even more premium studio products. Together with a commercial brand, Fabricca, these brands formed the development brand of Assam Place. We are responsible for the full brand remit, from strategy and naming through to brand and visual identities for all development components.

We created a series of brand identities which whilst able to work independently, also gave the development the ability to tactfully market separate propositions to varying audiences.
We created a series of brand identities which whilst able to work independently, also gave the development the ability to tactfully market separate propositions to varying audiences.

The Fabbrica commercial development comprises a massive restored Victorian brewery and distillery warehouse from the nineteenth century.

We chose a premium almost nostalgic visual brand look and feel to appeal to both authentic and refined tastes. The brand names deliberately avoid any over the top monikers, rather rooting the brands in the history of the area. This was greatly inspired from the Fabbrica component which comprises a massive Victorian brewery and distillery warehouse from the nineteenth century.

We have created printed communications for the brands including flyers, posters, brochures and mailers.
We have created printed communications for the brands including flyers, posters, brochures and mailers.

The Assam Studio offer has already been fully leased off plan and the bookings are rolling in for the LIVE1 tower.

We developed all websites and print materials for multiple audiences, appealing to a wide remit from students and parents to commercial tenants and property agents. We continued to support the brand family, developing events collateral, digital media, social publicity, integrated communications and advertising. The Assam Studio offer has already been fully leased off plan and the bookings are rolling in for the LIVE1 tower. Assam Place opened for business in September 2013. The development partners have now exited via sale of more than £100million to Hult international Business school.

Sign up for our Firedog Newsletter
* = required field