EcoWorld | Oxbow
Energising a forgotten corner of East London
There’s nowhere quite like East London, but creating brands that work within it can be a challenge. After all, there’s a fine line between authenticity and imitation. But it’s one we’ve learned to walk with sensitivity after years of experience in the area.
EcoWorld’s Oxbow development sits in a rapidly regenerating pocket of East London, but without a clearly defined sense of place, where the existing community didn’t feel heard or valued. We went back to the drawing board, developing a new approach that prioritised the real needs of the surrounding community, while also appealing to prospective buyers and attracting businesses that would add to the area, instead of taking away from it. The project has evolved into much more than a residential marketing campaign, helping to inspire an entire community, and being recognised at the Property Marketing Awards, where it was awarded Best Residential Marketing Campaign of 2021.
Writing a new cultural chapter
Our approach needed to reflect and respect the wider area’s East London heritage, instead of specifically focusing on the new development. So we put collaboration first, leading to the commission of various artists from different backgrounds and with distinct styles to create colourful murals along the main thoroughfare of Aberfeldy Street. The results showcased the diverse culture of the area, completely transforming it into something for the community to be proud of.