DutchScot's identity for new Hampstead scheme inspired by famous local creatives and eccentric street signs

DutchScot has given a new housing scheme for people aged over 60 a modern identity. Instead of all the usual clichés, the London studio has taken inspiration from Hampstead's creative past and unusual street signs.

The London borough of Hampstead is home to eclectic and creative residents, famed for once housing creators like Henry Moore, Barbara Hepworth, George Orwell and illustrator Emily Roberston.

Developers Fitzjohn's has unveiled a new property development in the neighbourhood designed for people over 60 and tasked design studio DutchScot with creating a visual identity that would be appealing and contemporary for its target demographic.

It boasts 29 bespoke apartments within the village, offering facilities that allow its residents to enjoy the finer things in life. So, the branding needed to reflect these features and the work completed by architect studio Sergison Bates.

DutchScot decided to buck tradition and go against clichéd creative for this clientele and instead crafted fresh designs inspired by Hampstead's creative history to entice residents who want to live beautifully.

The team launched the 'Apartments composed for modern living' concept to organise the brand's assets and highlight its main features, such as proximity to Hampstead Heath and Village, surrounding landscapes and artistic neighbourhood.

The logo, typography, and development brochure's design were inspired by the eccentric street signs made from ceramic tiles distinct to the area. The aim was to capture the area's personality – something that continued to be brought to life through photography from Carol Sachs, who snapped the stylised brochure – which was highly curated and looked more like a magazine than a typical estate agent's marketing lateral.

The development's launch event was treated like a private viewing of each apartment. Attendants were gifted one of 29 limited edition screen prints, while the development brochure and invites were sent in foiled bespoke envelopes. A little glimpse at what's to come should they sign up.


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