As Design Lead at IP Global, I spearheaded the branding and marketing design for Rise@The Deptford, a property development project in London, UK. The challenge was significant: limited information about the area, a location with little market appeal, no strong historical or industrial identity, and an extremely tight timeline of one month.
I collaborated closely with the marketing team to craft a compelling brand message and design strategy aimed at attracting young professionals and emerging artists.
My responsibilities included developing the branding concept, creating an 80-page brochure, newspaper ads, environmental graphics, direct mail, eDM designs, and a one-pager—taking the project from concept to completion within the deadline.
The logo symbolized optimism, growth, and the vibrant grassroots art movement of Deptford. Bold, graphic header fonts and dynamic layouts reinforced this narrative across brochures, blogs, social media, market updates, and video content, all rolled out in a strategic pre-launch campaign.
Breaking away from traditional conservative property branding, I proposed a bold, pop-art-inspired direction with vibrant colors to reflect the neighborhood’s artistic energy. Despite initial hesitation from senior management, I secured approval by aligning the concept with marketing research insights.
To meet the aggressive deadline, I implemented a highly structured workflow. I expedited the design of the 80-page brochure, completing it within just two weeks by working in close collaboration with copywriters to ensure the visual and written narratives aligned seamlessly.
I also developed a comprehensive branding guideline early in the process to maintain consistency across all campaign assets. To optimize efficiency, I delegated specific design tasks to a junior designer and strategically outsourced certain elements to a freelance designer, enabling parallel progress on multiple deliverables. This approach allowed me to manage quality control while keeping the project on track for the launch date.
The campaign delivered measurable success: a 30% increase in sales inquiries, new lead generation, and industry recognition with the OPP Award for Excellence 2014—Bronze for Best Marketing Campaign.
“Emily is one of the most talented designers I know. She shines most brilliantly when delivered with a clear brief and then trusted to create great designs and ideas. ”