Cadogan Estate Sloane Street hero image

Cadogan Estate – Sloane Street

Positioning for the long-term

Home to some of London’s most high-end fashion retailers, Sloane Street has long been regarded as the place to shop for high-net-worth individuals, both locally and internationally. However, for some time Sloane Street had been in need of a united voice and a platform to propel its reputation even further.

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We positioned Sloane Street as ‘International. London.’ This describes a unique tension between the ‘push’ of being cutting-edge international, and the desire to ‘protect’ the proud heritage of London – both of which are major attractors for the destination. Our brand had to reflect this tension in every way.

The brand mark resonates heritage and a timeless confidence. The colour palette is elegant, seductive and relentlessly premium. The tone of voice is crafted to speak the language of international couture: charming, exclusive, confident and assured. We say less and mean more.

Imagery is a key asset of the brand expression. The photoshoot was executed to the highest of standards – on par with the retailers Sloane Street represents – by Amberly Valentine (Young Fashion Photographer of the Year 2010). Shooting in and around busy Sloane Street, and in various locations within Harvey Nichols, the photoshoot involved a major investment in time and cooperation from both the Cadogan Estate and retailers alike.

The purpose of the website was to build a relationship with customers – to talk to them about fashion, happenings and heritage. An active lifestyle section ensures the site remains fresh and topical, while a beautifully re-skinned Google map retains the spirit of the brand even within a functional application. Additionally, a tie-in with Harpers Bazaar was secured to establish a solid foundation of readership from launch.