Goodmans Fields

Underscore was invited to work on the communications of one of London’s newest developments situated in Aldgate: Goodman’s Fields. As part of the brief we were asked how we may give the brand a ‘refresh’ while maintaining the brand elements already put in place by a previous agency. All of the residential units on the site had already been sold, so it was a case of highlighting the commercial areas as well as the community benefits of the development.

‘Redefining’ was a common word that the client repeated in the original brief, so we knew we wanted to incorporate that into our thinking. Another clue was the line that was used in the original logo and across their collateral. I wanted to ‘redefine’ this line as part of my solution.

As part of my route, I was also asked to develop a digital solution to tie together the old with the new and create a few pages which kept the muted colour palette, the addition of more white space, as well as giving the CTA’s and design elements room to breathe.

goodmansfields.com
sam-miles.com (Motion)