Higgs Yard
We created and launched a brand for Higgs Yard, a bold new residential development for Peabody, bridging Brixton’s urban energy with Herne Hill’s aspirational appeal. Through a striking visual identity and campaign-led approach, we delivered an edgy yet refined brand that brought the location, lifestyle and quality of the homes to life for both private buyers and shared ownership audiences
DSE was appointed to launch Higgs Yard, a new residential development offering private sale and shared ownership homes in one of south London’s most dynamic neighbourhoods. The objective was clear: create a brand and campaign capable of appealing to two distinct buyer audiences while maximising sales rates and long-term value.
Set between the raw energy of Brixton and the refined charm of Herne Hill, widely regarded as one of the area’s most affluent and desirable enclaves – this location provided a powerful narrative contrast. Our challenge was to capitalise on Brixton’s cultural edge, exceptional transport connectivity and creative spirit, while also reflecting the aspirational lifestyle associated with neighbouring Herne Hill.
The scheme delivers a collection of design-led one, two and three-bedroom apartments, supported by high-quality public realm, including landscaped communal areas and rooftop garden terraces. Communicating this level of quality and lifestyle appeal was central to the strategy.
Our response was to create an edgy yet sleek brand identity with a strong urban influence. From naming and logo design through to typography, colour palette and visual language, the brand was built to feel contemporary, confident and rooted in place, striking a balance between local authenticity and aspiration.
The campaign concept became a flexible launchpad for bold, visual-first communications, designed to perform equally well across the marketing suite, printed brochures, outdoor advertising, digital, social media and video.
Working alongside local independent retailers and food and beverage operators, the campaign reinforced the authenticity of the neighbourhood and demonstrated the strength of the existing local offer. A range of local retailer promotions was developed in order to spread the word and encourage word of mouth endorsements.
The result was a highly effective, head-turning residential brand that celebrated community, design and location, positioning Higgs Yard as a distinctive new address within an established south-east London setting.
The project included:
Great Work
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Simon Knight, DS.Emotion
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