Place positioning & copywriting
Deptford Landings
Positioning, narrative and copywriting for a major residential development and meanwhile-use programme in Deptford, London. On behalf of Chocolate Ltd.
The work
Challenge
Deptford Landings, previously The Timberyard, had a reputation problem. The independent makers and businesses that gave Deptford its character were understandably wary of a major new development arriving on their doorstep.
The work
I helped find a proposition that could connect the development to Deptford without pretending it had created the culture around it.
London Made.
Deptford Landings is London through and through. 1,132 new homes alongside gardens and parkland, moments from independent retailers, artisans and entrepreneurs.
The narrative positioned it as the next chapter in a place with reinvention in its DNA: somewhere anyone can be anything and everything feels possible. Life lived here will be the making of you.
That proposition gave the wider creative team a storytelling platform for meanwhile use, hoardings and sales communications, rooted in what Deptford already was rather than imposing a new story on it.
