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The Velvet Principle

Brief: Wayfinding strategy & sign design

Sector: Residential 

Client: Grainger plc

Clippers Quay is a build to rent residential development located in one of the north-west’s most significant cultural, sporting and leisure destinations. Providing over 600 apartments across three buildings, Clippers Quay offers an extensive range of resident amenities including a private gym, resident’s lounge, retail units to the ground floor, public gardens and river facing public realm.

The brief included implementation of the brand within the external identification signs; the design of street signs and the development of a site wide wayfinding scheme.  The wayfinding needed to promote permeability; invite visitors in to explore; and encourage residents to take advantage of all that Clippers Quay has to offer.

Designed by London based creative communications agency Luminous, the identity is inspired by the sails of the eponymous ship. The components of the brand logotype are reflected within the shape of the sign forms and carried through into the graphic elements of the content.

The result is an information layer that meets the functional customer service requirement, while reinforcing and communicating the brand in a consistent way across the whole site.