City Centre Regeneration Company, Liverpool Vision, had imagined very tight boundaries for the city’s centre and for decades the former industrial zone north of Leeds Street was a no go area for investment and regeneration. The ambitious mixed-use scheme earmarked for a site on Pall Mall was a radical first and a brave sortie into an unchartered market. It needed a strong and self-confident identity and creative collateral that could sell to investors and buyers the vision of an entirely new urban frontier.
North Point spoke of the area’s location but also hinted at the pioneering and prospecting nature of this incursion into an area with rich industrial and port heritage. The identity and visual style needed to be versatile and sufficiently cohesive to embrace a complex sales strategy aimed at local and overseas buyers, investors, commercial end-users, leisure operators and policy-makers.
Defying conventional market intelligence, the project has been enormously successful with unprecedented levels of off-plan sales. The scheme has been a catalyst for a succession of subsequent planning applications in an area that had previously been viewed as off the map. The campaign not only sold a development it helped to push boundaries and create a new place in the city.