In 2016 Countrywide embarked on the private rental sector. The Cargo Building represented their first project and as such, it needed to send a message for how they were going to approach the market.
The strategy developed focused on place-making and community integration first and foremost, building relationships with small local organisations and demonstrating that the company was not going to take the traditional developer approach of arriving somewhere, drawing all the value out of the local area and giving nothing back. Instead, they were looking to be long-term regeneration partners and work together with the existing community.
Smith Dawson are responsible for the strategy, proposition and all aspects of the branding and marketing approach for the scheme, developing the thinking together with PR, media, digital, content and 3D design partners, and delivering a fully integrated launch and ongoing marketing plan for the scheme.