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Regenerating a national treasure

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Royal Haslar is one of Britain’s landmark buildings, part of the very fabric of our nation. We were proud to create a brand and website for this luxury waterfront development.

The Royal Hospital Haslar is an iconic waterfront estate in Portsmouth which served the Royal Navy for over 250 years. Purchased by Harcourt Developments in 2009, grand plans are transforming the historic buildings into stunning residential and retirement properties.

  • Brand positioning & strategy
  • Brand creation
  • Copywriting
  • Content production
  • Website design & build
  • Custom software development
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Respect the past, look to the future

Royal Haslar Hospital has a rich history. It had been the heart of the local community, providing, jobs, healthcare and education.

The brand and website needed to respect and reflect the grandeur of this historic building, whilst reflecting the commercial regeneration plans and generating leads from prospective investors & homeowners.

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A proud tradition

This was a project about pride.

Pride in Royal Haslar’s distinguished military past. Pride in the illustrious history of the British Navy in Portsmouth. Pride in the local people who staffed the NHS hospital.

We looked to preserve and build on this immense feeling of pride. By representing the new development in a positive, celebratory context - and with historical integrity - we galvanised support in the local community and created a compelling commercial proposition.

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Grand in conception, magnificent in design

The Royal Haslar development will provide homes to a wide audience, from young professionals and families to empty nesters and retirees. The appeal is also diverse: historical architecture, waterfront living, green space, urban transport links - potential customers will have different motivations.

We analysed the market and profiled customers to define clear brand positioning and develop a strategy that informs all design and marketing.

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A piece of British history

The visual identity takes inspiration from the unique history and architecture that make Royal Haslar such an iconic building. It communicates an elegance that appeals to potential buyers, but is also versatile for digital use.

The logo references the elegant wrought ironwork on the main gates, while the round insignia is inspired by a Royal Naval Surgeon’s button from the early 19th century.

Our rigorous research produced a visual identity with real integrity, essential in gaining support for the development plans from the local and historical communities.

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An epic introduction

To introduce this landmark regeneration project, we needed to impress people from the moment they landed on the site.

Epic aerial footage of the development makes an instant impact, while well-crafted content and bespoke property management software allow potential residents to experience life at Royal Haslar while construction is completed.

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Searching for perfection

We built a a custom property management system to list, manage and sell the 270+ units.

Potential residents can use the ‘Property Search’ to browse and search properties, then view floor plans, unit specifications and imagery of each apartment, helping them to find their perfect home.

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Bringing the area to life

There’s more to Royal Haslar than the development itself. We produced content to tell the story of the surrounding area’s marine facilities, fantastic transport links and diverse culture. The breadth and depth of the content paints a detailed picture of what it will actually be like to live there, helping to drive purchase enquiries.

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Engaging customers, driving leads

An engaging brand and informative content combine to ensure website visitors are engaged, exploring the development and using the excellent 'Property Search' to browse apartments. The high number of leads generated is a testament to success.

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