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Origin Design Centre creates Seaton Delaval

Origin Design Centre, a brand and corporate identity specialist company within the FCB South Africa group, has ‘created' Seaton Delaval, the identity for a property development on the KwaZulu-Natal north coast.
Origin Design Centre creates Seaton Delaval

Located near Sheffield, it is unique in South Africa in that it offers the full equestrian experience – polo, show jumping, dressage, eventing, bridle trails and stabling – within a residential estate.

It has been a rewarding project for Origin Design Centre because Origin was given the opportunity to become involved at a time when it could truly add value to the initiative, according to creative director, Alexis Visser.

“Origin was brought in right at the beginning of the development, which is a big bonus for us, and we believe, the client. We were briefed about the concept and what the developer wanted to achieve, and were tasked with developing and implementing all elements of the brand design and personality that would ensure his vision was accurately communicated.

“This included developing a suitable name for the development and creating its identity, and then ensuring that this was effectively carried over into other communication channels and touch points, such as marketing collateral, signage and way finding on the estate.

“We believe that which we proposed, and which was accepted – ‘Seaton Delaval', is highly unusual for a residential development but one which undoubtedly conveys all the brand's attributes – style, elegance, upper class gentry, sophistication and exclusivity.”

In fact, so striking was the name and the identity, that origin's sister company, FCB Durban, created a character out of it to add intrigue and style in the above the line communication.

“For several weeks now, a television and print campaign has intrigued South Africans; they've being doing their utmost to find out just who is the mysterious and sophisticated man featured in the ads, the man called Seaton Delaval,” said Visser.

“But, a few days ago, his identity was disclosed in a ‘reveal' ad flighted on major television stations and printed in select newspapers and magazines countrywide. Seaton Delaval is not, in fact, a man but an upmarket residential equestrian estate.

“The campaign broke the mould of residential estate advertising both in its scale and its audacity. It's been fantastic project creatively, and it's working on a business level for the client too; the plots are selling very well,” he said.

22 Aug 2007 16:29

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