Springside, a £200 million joint venture between Grosvenor, AMA and Royal Bank of Scotland, is spearheading the regeneration of Fountainbridge on the site of the former Scottish & Newcastle brewery.
UXB London have worked alongside the development team based in Edinburgh to create the name, visual identity, communication strategy and a raft of innovative communications that will now bring the scheme to life.
Media includes the website, email marketing, search marketing, a newsletter, vision brochure and investor packs, presentations for agents, a brand launch movie and the Docshare, a bespoke online tool that enables project partners to share documents relating to Springside.
We have also created the online communication strategy and launched the new website at springside.co.uk. The site will keep potential investors and occupiers informed as the build progresses and support the sales process by building relationships with potential buyers.
The communications strategy is built with digital media very much at its heart along with careful segmentation of site users planned over a long sales lead period. All off line activity is planned and co-ordinated to build brand and product awareness and drive people online where the connection with Springside can really take shape.
The name itself was chosen after the research revealed an underground spring – a source of fresh water that enabled agriculture and then brewing, to thrive. It also sits comfortably alongside more established neighbourhoods such as Morningside and Viewforth, and won the wholehearted support of local people and local government alike.
When complete, Springside will provide 650 new homes and 140,000 sq ft of high quality space for some 2,500 new jobs.
Read more about the development of Springside