Cambridge Road Estate- The Landlord Offer
Cambridge Road Estate (CRE) is Kingston’s largest urban regeneration programme. The project was shaped with a goal to deliver approximately 2,000 high-quality new homes over the next 10-15 years. The regeneration project was subject to producing a Landlord Offer and securing a ‘yes’ vote via a CRE resident ballot.
Entering an intensive period of resident engagement in the lead up to the ballot, CRE needed help creating the Landlord Offer document, an urban regeneration brochure that would provide residents with the information they require to make an informed decision about whether redevelopment is right for them.
The CRE Brand
The brochure provides a compelling visual narrative expressing the benefits of the new development, the information is presented in a straight-forward, jargon-free and well-structured way to take into consideration that the reading ability of residents is below average.
The brochure design is simple and bold, friendly, engaging, and respectful, with a well-coordinated structure to take residents through a simple overview of key information. The brand voice is compassionate, fair and understanding to convey confidence in the proposal to residents. The use of colour, a relaxed illustration style, and uncomplicated ways of structuring content on the page also contribute to the appeal of the brochure, and the message it’s communicating.
Posting the Brochure
With the aim of attracting attention against other materials posted through residents’ doors, I designed the brochure to a size just smaller than A4, and placed it in a clear bag to spark curiosity. I chose light paper stock to discourage residents from discarding the brochure as a heavy piece of literature they wouldn’t have time to go through, which mixed with the use of recycled paper and staying away from glossy print finishes, makes the brochure and the initiative it promotes feel like something immediately personal and within reach. This was posted to every resident on the estate.
Vote Yes
The brochure is designed to help residents easily navigate between topics relevant to their interests, which could be money considerations, moving house, or maintaining a sense of community. A mixture of artist impressions and photography helps illustrate aspects of the new development such as quality of the new homes and lifestyle benefits. Page after page, the brochure is filled with photographs of real residents of the estate. The style is fresh and full of optimism.
The proposal was a success, with residents overwhelmingly backing plans for regeneration in the ballot.
