Lime Tree Place is a new development of high quality homes in Witham, Essex. Equinox Living and Inspired Homes - both experts in creating smart, well designed living spaces for first-time buyers - have jointly developed the property under the Government’s permitted development rights scheme, which was previously an office building occupied by the NHS.
Consisting of 98 studio, one and two-bedroom apartments, the development’s target market is young couples and singles in their late twenties and thirties, keen to get their first foot on the property ladder, and older buyers looking to down-size in the country. Given its proximity to London and Chelmsford the developers have priced the apartments to appeal to those now finding the latter too expensive.
The property is well situated in a tree-lined setting just moments from the town centre and railway station. It takes its name from a famous landmark - a row of 150 year old lime trees (Tilia x europaea), which grew to prodigious height before sadly being felled in the 1920s.
In keeping with the contemporary aesthetic of the apartments Sedley Place created an identity which is similarly fresh and modern. It employs a pattern of brightly coloured dots, which are a playful take on the Lime Tree name, as the dots are derived from the haphazard arrangement of the fruit when hanging in trees. These dots are employed randomly on brochure and website pages.
This pattern is accompanied by a brand marque (of a tree made up of lime green dots) and a wordmarque, consisting of bold and light weights of the sans serif typeface Din. The core colour palette consists of white, grey and lime green, the latter two being used in large scale headlines extolling either the virtues of Lime Tree Place or Witham, its surroundings and transport links.
In addition to creating the development’s brand identity we also designed, wrote and produced a brochure for the property, before handing over all of the core assets to Inspired Living’s Marketing Team, which produced a website and instigated a social media campaign.
“Having designed Equinox Living’s brand identity and website it was gratifying to be trusted by them to create Lime Tree Place’s identity. Both they and Inspired Living are very design led, in the broadest sense of the word, so they were receptive to our design work and actively encouraged a more playful, eye-catching creative approach” says Giles Calver, Sedley Place’s Planning Director.