Queen Street Quarter – Branding


Aberdeen Standard Investments

The Challenge

Transform the tired and outdated Queen Street Apartments into a relevant, contemporary and cool brand.

Queen Street Apartments is a rental community, situated in a 19th century building in the centre of Leicester’s Arts and Cultural Quarter.

With the scheme under new owners and management, it was felt that it was time to have a revamp.

Bewonder* were engaged to develop a new brand, positioning, tov and brand assets.

Transformative Branding

The Solution

Bewonder* hosted a brand workshop with the scheme’s key stakeholders in order to get a better understanding of the scheme’s history and vision.

Once the insights had been reviewed, Bewonder* crafted and developed a new name and brand position “Queen Street Quarter”.

Our Results

As Queen Street Quarter brand guardians, Bewonder* have developed a bespoke brand book, this includes the main logo, supporting logos, brand personality, colour palette, typography and tone of voice.

Queen Street Quarter brand assets currently being produced include market suite branding, website, leasing brochure, directional signage and other marketing communications.

The brand book will also be used to support Queen Street Quarter staff training, interior design and resident activity.