Middlewood Locks

Scarborough Group

The best of both worlds

As our city grows, interesting new things are happening. Just beyond Spinningfields, where Salford and Manchester meet, a whole new neighbourhood is taking shape. Built along a historic canal, Middlewood Locks is Scarborough Group’s vision for a new waterside community.

When it came to creating the brand strategy, our research process helped us extract the key insights and points of difference that make the development so special.

Situated between two cities. Built for work and living. By the tranquil waterside, but 10 minutes from the city centre. These wonderful contrasts led us to a brand positioning of “the best of both worlds”.

Inspired by canals, colours and characters

We then set about building a full brand identity with logo and colourways, taking inspiration from lock gates, nature and brightly painted narrowboats. The comprehensive brand guidelines were developed into a full brand architecture and wayfinding system that can flex to define and signpost various sub-neighbourhoods.

Capturing its essence in a film

One of the most important expressions of the brand was its website, which greeted visitors with an animated introduction. In 2 minutes, this friendly, playful film told the development’s story. Brought to life with with a bespoke illustration style it takes us on a journey between homes and workplaces, showing the varied community that Middlewood Locks will create.