Knight Frank

Barings’ Build to Rent development, The Keel, occupies a prime spot on the banks of the River Mersey—but its original branding lacked the charm and character to match its iconic location. With a diverse target audience of professionals, couples, and young families in mind, and interior renovations underway, TCC was brought in to reimagine the brand. Our insight-led approach uncovered inconsistencies across key touchpoints and revealed the need for a more cohesive, strategically aligned identity that would resonate both visually and emotionally.

Inspired by the quayside setting and refreshed interior design, we crafted a brand identity that reflected the balance between tranquil riverside living and the buzz of Liverpool life. With natural tones of emerald and navy, accented by textured copper, we anchored the brand in a feeling of calm, heritage, and modernity—all captured in the new positioning: “Life, perfectly balanced.” From tone of voice to visual storytelling, every detail was designed to connect with The Keel’s audience, build belonging, and bring its revitalised personality to life across all platforms.

Project scope

• Project management
• Photography
• Styling
• Design
• Copywriting