The project was all themed around creating an oasis in the heart of Croydon. We drew up conceptual avenues geared to deliver this message to the community. The campaign identity revolved around the Live - Work - Play proposition, inspired by the mixed use strategy of the development masterplan. A key deliverable in the project was around the active communication of the development progress to the local community. We utilised the vast perimeter of the site as a platform for messaging, visual identity and recent topical news about the development. The appeal of the bright and fresh identity was felt within the community almost immediately.