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The original brand identity for Otterpool Park was created by a previous agency. Our involvement began in 2018, with Pillory Barn asked to define a brand vision for a development that aims to answer the housing supply needs of the district for the next generation.
As part of our initial brand research, we challenged the project team on their rationale for this location and reached out to local organisations with an interest in shaping what Otterpool Park could become. Workshops and presentations resulted in a visioning report that outlined personas of six typical Otterpool Park residents, sharing a vision for the town and how the brand might evolve over time.
The brand today uses both environmental and historic references in its graphic style all reflecting the heritage of the site and its relationship with the building at its heart, Westenhanger Castle and the former Folkestone Racecourse site.
Taking inspiration from the geometric shapes from heraldic shields and jockey silks, we began to create unique and bold geometric pattern combinations for use in supporting assets, backgrounds, hoardings and more – which are aligned with the three pillars of ‘countryside, creative and connected’ values embedded within the communications for Otterpool Park.
