Vertus, Canary Wharf Group
Smashing perceptions. Again.
What comes to mind when we say Canary Wharf? Really? No, not anymore. Times have changed. Past perceptions are getting smashed daily. And Vertus is bang in the middle.
Vertus is Canary Wharf Group’s BTR brand (WTF is BTR?). We’ve worked with them since day dot, when residential leasing in ‘London’s second city’ sounded like fantasy.
Vertus is now five years old. Over 2000 people love living here. But half a decade on, the brand we first crafted was no longer true to residents’ experience. Too corporate, too safe. Refresh due.
Epiphany! Vertus is so much more than apartments to rent. Vertus is a close friend. The one you spend time, share moments and feel great with. And not just any moments. Unmissable moments.
A new positioning was born. And new identity sparked. One that needed to be more heartfelt, expressive and fun.
We pumped the brand full of emotion and personality. Colours got warmer. Type more striking. We added new elements, like a script font for flourishes. And a more intimate photography style.
