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P4P Creative
93 Candleriggs
Merchant City
Glasgow G1 1NP

New
Waverley

It’s not every day you’re asked to name a new district in the heart of Edinburgh’s historic Old Town but that’s exactly what happened when Artisan Real Estate Investors invited us on board to deliver an identity and marketing campaign befitting their groundbreaking £150 million project.

Branding, Print, Website, Events, Marketing, Signage

The Name

Being located immediately adjacent to the Royal Mile and Waverley Station, which took its name from Sir Walter Scott’s renowned Waverley novels, we chose the name New Waverley. The site also lies in the Waverley Valley, another reason why the choice was thought to be relevant and appropriate.

The Brand

The brief was to create a sophisticated and refined brand worthy of the development’s outstanding location within a UNESCO World Heritage site.

This was answered with the creation of a modern crest consisting of individual strands that intertwine to create one cohesive marque, reflecting the mixed-use elements of New Waverley.

The final brand recognises the historical nature of the location, while the modern treatment delivers a contemporary aesthetic for it’s future.

Iconography

In addition to the main marque, a set of icons was created for the specific areas within New Waverley. Each was designed using elements of the main brand to ensure a visual consistency across the entire project.

These specific areas were visualised with a caduceus - the Greek symbol for commerce - a heart, an unwinding coil and an abstract letter 'S'.

The development comprises a mixture of retail, office, residential, hotel and leisure, creating not only a vibrant place to live, work, stay and relax but a destination in its own right.

Prior to Artisan’s involvement the site had been the subject of considerable controversy, so the challenge was to deliver a brand that people would embrace and a marketing campaign that would change negative perceptions and present New Waverley in a positive light.

Brochures

A family of high specification brochures was created promoting the various elements of the development including retail and office space.

Launch Event

Given its close proximity to New Waverley, the prestigious Balmoral Hotel was chosen for the launch event, which was well attended by Edinburgh’s great and good. Guests were presented with a branded designer goodie bag containing the overarching brochure and a selection of tasty treats from some of New Waverley’s neighbouring businesses, Pinnies and Poppy Seeds, The Fudge House and Mimi's Bakehouse.

© Weber Shandwick

Branded Taxis

A fleet of Edinburgh taxis was liveried with the New Waverley brand to help raise the profile of the new destination to the citizens of Edinburgh. The fleet is still on the go and can be seen to this day driving around the city spreading the word.

UK's Largest Poem on the Royal Mile

This competition was part of the ‘Big Words’ project, a unique collaboration between the Scottish Poetry Library and Edinburgh’s New Waverley development. The poem has been printed onto a huge scaffolding banner covering the façade of the historic Sailor’s Ark building on the Canongate, currently being transformed as part of the area’s redevelopment.

"From the spin of the wheel
comes a spiral
threading itself
up through the vessel
until it reaches the rim
where this twist in the clay
slips into air
then travels on invisibility
beyond the turning earth
and up into the whirling stars"

Elizabeth Burns
1957 - 2015

Pre-Completion Website

Upon the launch of the New Waverley site, we were assigned the task of designing and building a pre-completion website to help grow a digital presence for the project while marketing the opportunities to potential investors/interested parties and inform the public about this vibrant and exciting new destination.

The Arches

A unique feature of New Waverley is The Arches, 19 newly renovated Victorian arches on East Market Street, home to an eclectic mix of independent retailers, cafés and restaurants.

A range of printed material was produced to promote the opportunities in this historic setting. In September 2016 The Arches was awarded the coveted “Commercial Project of the Year” title in the annual Herald Property Awards for Scotland.

Arches Murals

Prior to the East Market Street arches being transformed into a collection of artisanal shops, they were home to a street art project featuring a range of impressive murals.

© Greg Macvean

Edinburgh's Newest Shopping Destination

The newly renovated, spectacular C-listed stone arches provide a high profile gateway into the New Waverley development and transform a formerly neglected part of Edinburgh into a vibrant leisure and commercial quarter in the heart of the Old Town.

Advertising

With construction at New Waverley rapidly moving ahead and various retail, restaurant and hotel openings taking place, December 2016 offered the first opportunity to promote the entire development as a must visit destination. A series of magazine advertisements appeared in The Skinny, i-on, Foodies, Capital and The List, where the Christmas edition was sponsored by New Waverley.