A place for leaders and people who think differently
Nova Victoria,
LandSec
Appointed following the experience of leading the Victoria campaign. Responsible for the creation and implementation of the strategic and fully integrated place-making campaign for Nova (a 5.5 acre mixed used destination in SW1 that was the pinnacle of LandSec’s transformation of Victoria), that focused on activities designed to deliver measurable results against agreed objectives and leasing targets. The guiding principle “A Place for Leaders and People who think Differently” was created to provide a long-term and cutting-edge campaign through each development stage and leasing milestone.
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Naming & Branding: Led internal stakeholders and external creative team appointed to re-name and re-position the 5.5 acre mixed-use development. Key messages helped to establish brand identity and tone of voice. Played an integral role in selling in new name to key stakeholders including the Joint Venture partners
Campaign Creation: Developed the proposition, “A Place for Leaders & People who think Differently”- providing a long-term & sustainable campaign platform for each development stage & leasing milestone. Proposition encouraged the team to push the boundaries creatively & ensured an on-going challenge to do things differently.
Strategy: Led on the creation & implementation of the place-making campaign for Nova that focused on activities designed to deliver measurable results against agreed objectives and leasing targets that were regularly monitored.
Stakeholder Management: Proactively engaged with all internal and external stakeholders to provide regular and meaningful updates, nurture existing loyalties & develop new advocates
Social Media: Ensured that social media featured strongly in all campaign activity to encourage two-way conversation.
Creative: Pollitt & Partners
Website: Pollitt & Partners
“Karen is a champion of great design. From clear strategic briefs through to strong execution and tireless implementation, she has a passion for her work. She enjoys leading teams and has a deep knowledge of agencies in most media specialisms.”
Nick Pollitt, Founding Partner, Pollitt & Partners
Brand launch
Phillips Gallery
June 2013
Using the striking creative to elevate the personality to elevate the fun, pioneering element of the Nova Victoria brand, the blank canvas of the Phillips Gallery, was transformed in to an inspirational space that engaged hearts and minds. The launch, was intended to nurture existing loyalties, but more importantly to make new friends from the world of fashion, art, media, property and architecture.
Brand launch
Teaser Film
Utilising images of its influential local neighbours, the launch film, playing on a giant screen throughout the night, and then adapted for use on the web, challenged firmly held misconceptions about Victoria. The messaging developed the brand identity and distinctive tone of voice, and established Nova as a game–changing destination.
Website
Digital Applications
Editorially led, and informative in style, NovaSW1.com was developed as the go-to place for curious minds. Regularly updated it ensured that change was managed with all relevant stakeholders, keeping them informed and engaged throughout each development stage, and establishing Nova as the pinnacle of the transformation of Victoria.
