Peabody, reimagined for City Living

The Project: I lead and worked closely with the Design Team to win this competitive pitch.

Peabody tasked us with creating a standout brand and identity for The Levers — a high-spec’ housing development near Elephant & Castle. In a saturated London property market, the aim was clear: position The Levers as aspirational, stylish, and rooted in its evolving urban context.

We developed the brand strategy and the name, drawing on the area’s industrial heritage and local character — this was inspired by Charles Babbage, whose legacy was already reflected in the building’s architectural detailing. The result was a bold, distinctive identity that not only helped elevate perceptions of Peabody as a high-end developer, but also delivered a fully integrated campaign that exceeded sales expectations.

What the client said:

“In a crowded marketplace, the team developed a stand out brand that has helped achieve a sales rate above our competitors. The bespoke creative for the incentive led marketing campaign has been inspired, with smart wordplay and stunning designs.”
SC, Senior Marketing Executive, Peabody