Agency: Different | Authors: Yousaf Khalid and Ben Quigley |
55 Degrees North
The centre of attention
How innovative branding exceeded yield expectations on a high level risk residential property development
The Marketing Problem
Swan House was a problem child for Newcastle's commercial property community. The building was constructed during Harold Wilson's 'white heat of technology' era as Newcastle strived to reinvent itself. Almost from day one, the building became a reviled piece of high-rise architecture, carrying deeply-ingrained negative associations. Later, this was exacerbated by association with the T....