Project:
Writing poetry as the creative platform for premium sustainable residential developments.
Strategy:
- Researching
Creative & copywriting:
- Concepting and crafting a bespoke poem for each project
- Full host brochure copy
Approach:
A joint venture between Berkeley and the National Grid, St William applies a landscape-led ethos to turn former gasworks into beautiful, high quality homes.
Every St William project starts with a poem, written in a flowing, impressionistic style inspired by the local area. This is used in full at the start of the brochure and then in snippets elsewhere.
Results:
Initial project was a pitch, which led directly to J2 winning future work (client quote: “J2’s poem was the best of all the pitches”).
Collaborated on further St William projects. Part of a ongoing working relationship with J2 between 2016-2023.
Initial pitch work:
Example host brochure:
