'Theodore helped us really get to the heart of what The YardHouse should stand for. The strategy gave us a clear idea to build from and a strong foundation for the creative. What’s great is how that thinking has carried right through into the finished brand – it all feels connected, from the messaging and tone of voice through to the visual identity and how The YardHouse shows up.'
The YardHouse is Moda’s new co-living development in White City – bringing together private studios, shared spaces and modern city living.
Our role was to create the strategic foundations for the placebrand: defining what The YardHouse should stand for, how it should position itself and, importantly, how it should speak.
At the heart of it all was one idea: connection. A brand built around the balance between having your own space and being part of something more social.
Challenge
Making co-living mean something
The YardHouse offered more than studio apartments and a long list of amenities. The opportunity was to articulate what all those things added up to for the people who would live there.
We needed to create a distinctive proposition for a new co-living offer in White City – one that could balance privacy with community, social energy with everyday ease, and the building itself with the experience of living there.
Approach
Finding the idea that connects it all
We worked with Moda to define the brand positioning, customer, development and destination propositions, before developing the personality, tone of voice and messaging.
The strategic thread running through it all was connection: between private and shared space, people and place, independence and community.
That led us to define The YardHouse as social, grounded and quietly confident – contemporary and culturally aware, but always warm, welcoming and human.
Solution
The social way to live in White City
We created a clear verbal platform around The social way to live in White City, supported by a messaging system designed to flex across brand, campaign and everyday communications.
Lines including Private when you need it. Social when you don’t. and Space to pause. Space to connect. brought the central idea to life, while the tone gave Moda a clear way to communicate without falling into conventional property or lifestyle language.
Moda then translated that strategy into the visual identity – creating a brand where the strategic and creative thinking work hand in hand.
Result
One strategy. Brought to life in every detail.
The finished placebrand demonstrates what happens when strategy and creative share the same red thread.
Connection isn’t only something The YardHouse says. It runs through the identity: from the architectural ‘pattern of connection’ and energetic colour palette to photography that captures genuine interaction alongside quieter moments.
And that thinking has carried right through to launch. The live experience leads with the strategic messaging we created – including “Where West London lives differently”, “The social way to live in White City” and the balance of private space with social energy.
Strategy setting the direction. Creative bringing it to life.
Testimonial
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