Miles Platting is a 264-acre inner city housing estate in East Manchester that Lovell Homes are turning into a sustainable, mixed tenure urban environment. This is a regenerative scheme in the truest sense and involves a comprehensive 15 year refurbishment programme of 1,520 existing council houses and flats and the creation of 1,800 new-build family homes and apartments.
There was no place here for marketing spin and design artifice. Creating confidence, building trust and reinvigorating an entire community were vital short-term objectives, whilst the regeneration and renewal of East Manchester into a vibrant, community were key long-term goals.
Avoiding anything that could be perceived as a hard-sell, blatant marketeering or the corporatization of a community, we elected to build the communications strategy around a humble low-fi identity and simple visual language. To some degree this was anti-brand and anti-marketing, driven by information, community engagement and tangible evidences.