Embassy Gardens is the residential and commercial centrepiece of the Nine Elms regeneration area. Over 3 Phases Ballymore had the challenge of establishing a brand identity that evolved with the years. Australian creative agency Cornwell kick-started the project with a strategy phase that enabled the brand story to unfold and position Embassy Gardens as a new diplomatic precinct on London’s River Thames, anchored by the US and Dutch embassies. The recent campaign “We are Embassy Gardens” aligned the brand with the inspired lifestyle of the existing residents. The digital-led campaign was designed to convert these enthusiastic brand advocates into true brand ambassadors. We curated residents’ real photos into an art book and outdoor exhibition called Instant – tapping into a huge pool of existing and highly credible content. And we crafted a lifestyle book, digital strategy and immersive new website aimed at making the campaign meaningful, timely and scalable.