Corkfield - Brand Creation
Situation
Corkfield, an outstanding property development situated adjacent to Edgbaston Cricket Ground in Edgbaston, UK, embarked on a transformative journey to establish 365 high-quality buy-to-let homes. The development aimed to accentuate innovation, luxury, and its prime location steeped in the rich history of cricket.
Corkfield represents an extension of the existing city centre Build to Rent offerings and is poised to attract younger professionals from the city.
“From inception to delivery, the team at Bert have a single focus – delivering our brief, not their agenda.
There are no egos involved".
We were selected as the brand and digital partner for Patrizia, working alongside their talented team to bring the Corkfield brand to life.
Transformation
Converting a plot into an aspirational brand prior to realisation demanded meticulous work. We engaged architects in the process and collaborated extensively with the teams at Patrizia and Native.
We attended events at the Midlands Arts Centre opposite the site, observing activities in the park and collaborating with photographers to capture the essence of how people would live and work in the space.
Our responsibility was to authentically bring this vision to life. Recognising that people would be investing a significant portion of their hard-earned wages, it was imperative to accurately portray the interior of the buildings, depict the lifestyle within the space, and illustrate the potential for leisure and enjoyment outside of it. While this might seem casual, it's a crucial aspect of our work that we take extremely seriously.
We discovered that the plot is ideally situated in the heart of leafy Edgbaston. With 200 acres of stunning parkland, a cinema, gallery, and an array of exceptional places to eat, drink, and shop within easy reach, it's evident why Edgbaston is consistently listed as one of the UK's premier places to live.
Adjacent to Edgbaston Stadium, one of the world's most renowned and prestigious cricket grounds, the sights and sounds of the stadium would be the primary attraction for some residents, while others would consider it a secondary benefit. Our role was to establish a connection between Edgbaston and the development without making it the sole focal point.
The site was previously open grazing land with the aim of building a cricket ground that would become a centrepiece for the community. We delved into the significance of this, exploring the emergence of cricket in the area and uncovering the essence of the sport itself. A tightly bound ball of cork sits at the heart of a cricket ball, which when paired with the site's history gave birth to the new name.
Corkfield was conceived, a subtle nod to cricket that's both visible to those seeking the connection and attractive to those who might not recognise it.
We then developed the brand strategy, narrative and visual identity. Engaging in extensive discussions with architects and Patrizia, we utilised a small number of CGIs to illustrate the development, highlighting its focus on wellbeing, health, and meticulous attention to detail. Site visits to other BTR schemes aided our understanding of the vision and how Corkfield would stand out.
"Bert balance their exceptional creative capability with attention to detail and vast experience."
Our visual identity centred on wellness. We created a simple wordmark paired with a colour scheme derived from photographic research conducted on-site, capturing the hues of the evening sky on warm summer nights. Complemented by organic shapes and natural language, it encapsulated the warm, invigorating essence of wholesome living and the enchantment of the golden hour.
The brand was officially launched at an event hosted at the neighbouring MAC, covered by Channel 4 as part of the sponsorship for Grayson Perry's Art Club. Additionally, the hoarding showcased the lead artist, Maryam Wahid, and her outdoor photography exhibition, featuring portraits of people living in the Commonwealth. This was timely, aligning with the Birmingham Commonwealth Games.
Growth
“Take-up of the apartments has been brisk. More than 800 people are expected to live at Corkfield and we look forward to building a vibrant new community here.”
Olivia Seaton, Asset Manager, PATRIZIA
Corkfield was named Development of the Year at the prestigious Insider Residential Property Awards, and was awarded ‘Best Lead to Lease Journey’ in the BTR category at the Homeviews Awards, just 3 months after opening its doors.
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"Bert know how to create brands, like Corkfield, that deliver tangible growth."
Richard Scutt, Director - Real Estate Development, Patrizia.
