average time on site, showing high levels of engagement
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 retirement and residential properties. We developed the brand positioning and strategy, including a new visual identity, as well as an inspirational website to attract buyers & investors.
- Brand positioning & strategy
- Brand creation
- Content production
- Website design & build
- Custom software development
Respect the past, look to the future
Harcourt Development wanted a brand and website to reflect the grandeur of this historic building and generate leads from prospective investors & homeowners. Royal Haslar Hospital has a rich history, and had been at the heart of the local community, providing, jobs, healthcare and education. Our task was to respect and retain what made the buildings special whilst reflecting the regeneration and commercial plans.
A proud tradition
This was a project about pride: pride in the illustrious history of the British Navy in Portsmouth, in Royal Haslar’s distinguished military history, and in the local people who staffed the NHS hospital. We needed to harness and preserve this feeling of pride. By representing the new development in a sensitive and celebratory context, and with historical integrity, we would both galvanise support in the local community and create a uniquely compelling commercial proposition.
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 worked with the client to analyse the market and profile customers, developing a clear brand positioning statement and strategy to inform all design and marketing.
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 logo with real integrity, essential for getting the local and historical communities on-side with the development plans.
An epic introduction
To introduce this landmark regeneration project, we needed to impress people from the moment they landed on the site. A full width video banner with 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.
Searching for perfection
With over 270 units to list, manage and sell, a custom property management system was required. 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.
Mapping it all out
Royal Haslar is set on 62 acres of prime waterfront parkland. The site is epic, but it’s a lot take in. To make it easier for potential residents we built an interactive map. This intuitive tool uses an aerial render and colour coded buttons to provide a clear and detailed impression of the finished site years before construction is complete.
Bringing the area to life
There’s more to Royal Haslar than just 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.
What we achieved
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.
of website visitors use the 'Property Search' to browse apartments
expressions of interest generated via the website (May 2018)