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MALT HOUSE BROCHURE

Headline was asked to create a marketing brochure for Mar City Homes’ Malt House development in Lichfield

Client: Mar City Homes

Services: Brochure design concept, copywriting, project management, photography production

Background:

Mar City Homes, a wholly owned subsidiary of Mar City PLC, is a niche house builder.

In November 2013, Mar City PLC secured £35million of expansion cash through share placing, transforming the company from a niche builder into a significant player within the house building industry.

The company is building more than 500 new homes across the Midlands and the South East.

Headline Communications is working with Mar City Homes on the PR and marketing for its developments in Stoke Golding, Tipton, Colindale, Walsall and Lichfield.

The brief:

Headline manages a number of marketing channels for Mar City Homes, including brochures, website, print advertising, site signage and award submissions.

Headline was asked to create a marketing brochure for Mar City Homes’ Malt House development in Lichfield. The brochure had to reflect the unique nature of the project, which involves the sensitive conversion of a 19th century Grade II listed former Malt House into 25 luxury New York-style loft apartments.

The Solution:

Headline developed a design concept for a pre-brochure intended to generate interest in the apartments before their release in mid-2014.

The proposed concept was a 1260 x 810mm foldaway poster that could be given to potential buyers as a keepsake.

Working in partnership with design agency CaB Studios, the strong, black and white visual style of the poster reflects the contemporary, industrial feel of the loft apartments, while the bold imagery creates an atmospheric mood.

Headline project managed the brochure from concept to print, including copywriting, design management and arranging photography production.

Results:

The Malt House has received considerable interest from potential homebuyers with more than 100 people registering their interest with Mar City Homes prior to its release.

Malt House foldaway brochure

Malt House show home folders

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Posted by Laura Townsend on 6 June 2014

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