2017 Winners & Shortlists

The Campaign

Our idea was built around a brand essence of – Empowering Living. The idea was to bring to life how Manchester Life was a new kind of developer who as well as developing and selling property would also rent high quality homes at affordable prices. We created a simple typographic approach that has a sense of movement and freedom. The identity was aimed at young and vibrant people who rather than be burdened by a mortgage wanted to get the most out of life right now. We captured this with the slogan ‘Life is for Living.’

Creative Execution

Modern, fresh, contemporary and simple typographic approach that has a sense of movement and freedom combined with typography and imagery that clearly showed the lifestyle choices on offer. The primary colours of dark blue and brick orange gave the brand an established feel that connected it to the architecture of East Manchester which is predominantly brick. The secondary palette of bright and vivid colours was chosen to bring the brand's youthful feel to life. The chosen typefaces were Bookman Old Style and Helvetica and we exploited the natural diagonal formed by the italicized ‘I’ in the logo in our layouts which added a sense of movement and dynamism. The headline ‘Life is for living’ was extensively used as it really summed up Manchester Life’s philosophy of making sure you are in a position to enjoy life today.

Indication of how successful the outcome was in the market

The new identity was received enthusiastically by both the client and Manchester City Council. The identity has been instrumental in attracting the right kind of staff and creating a unique culture. The apartments in their first development were all reserved within a few days of them being released to market.

90% of the City’s population is aged between 16 and 44 and this will increase by 10,000 by 2025. More likely to rent their homes than buy them they need new lifestyle choices that offer access to City’s employment and amenities in purpose-designed, well-managed accommodation. We positioned Manchester Life as an enabler of vibrant and inclusive residential communities. Their understanding and respect for Manchester’s culture and combination of public and private sector expertise ensures that they place community and shared benefits for all, at the heart of their plans to support the economic growth of the city. By financing, developing and managing their own properties they control every step, allowing them to spend wisely, maximize value and exceed expectations. By redefining the relationship between landlord and resident they are streamlining the rental process, delivering value and smarter lifestyle choices.