COAL DROPS YARD brand build
Launch strategy | Tone of voice | Copy
Alongside overseeing the launch strategy and website build, I developed the CDY’s tone of voice and brought it to life across web, paid and organic social, CRM and press.
The work established a consistent verbal identity across the launch, connecting the destination’s brand positioning with its digital and customer-facing communications.
BECAUSE TO CONSUME SOMETHING FULLY,YOU MUST BE FULLY ENGAGED IN THE EXPERIENCE.
AND THE EXPERIENCE IS EVERYTHING.
Coal Drops Yard is a place to stumble upon something new, to meet with the unexpected. A place where art, commerce and culture come together.
There are stores here that you know and stores that you do not. What unites them is the offer of an experience out of the ordinary, that goes beyond being a place to merely, consume.
Coal Drops Yard is challenging the trend of faceless, endless, mass supply and demand by redefining what ‘consumption’ means. Because to consume something fully, you must be fully engaged in the experience. And the experience is everything.
Built on innovation and creativity, Coal Drops Yard has always been in motion, in flux. Once the marshalling yards of the industrial revolution, these Victorian brick viaducts have served as film sets, been home to counter-culture artists, and for a decade, hosted some of London’s most revered raves.
Vestiges of the past are everywhere. Remarkably, much of the Victorian industrial architecture has survived. Today, reimagined, it provides the backdrop for something that’s very London, and very relevant.
STORES
CUTBITTS
Independent British spectacles brand Cubitts, which brought bespoke spectacle making back to the capital, was born in King’s Cross in October 2013 and has never left. The new Coal Drops Yard store offers full eye examinations, spectacles, sunglasses, and bespoke services, as well as the Coal Drops Yard Collection inspired by figures from King’s Cross history.
PAUL SMITH
Paul Smith is Britain’s foremost designer. He is renowned for his creative aesthetic, which combines tradition and modernity. Paul Smith stores sell clothes, shoes and accessories for men and women alongside artwork, design collaborations and unique objects sourced from around the world.
RAINS
This Scandinavian outerwear company has rethought the traditional rubber raincoat. With an uncompromising approach to design and function, its coats, bags and accessories are made to withstand the stormiest of weather.
SUPERGA
This Italian footwear brand has a rich history that stretches back more than 100 years. Known as “the people’s shoe of Italy,” the iconic Superga 2750 was launched in 1925 and has become a modern classic know for its super simplicity and versatility.
UNIVERSAL WORKS
Universal Work s is good, honest menswear, well-cut, well-made and easy to wear. This very British, modern brand is inspired by bygone dress-wellers, workwear, and subcultures that are part of everyday life in Britain.
BARRAFINA
Harts Group bring a Michelin-starred taste of Spain to King’s Cross with the biggest branch of Barrafina to date. Expect the usual culinary magic alongside two new venues, Casa Pastor Mexican restaurant with its outdoor Plaza Pastor terrace, and gorgeous new wine bar, The Drop.
BOUTIQUE BY SHELTER
Boutique by Shelter is a charity shop with a difference, offering a wide variety of on-trend pieces, one-off vintage items and designer fashion, all within a beautiful shopping environment created by HemingwayDesign. Shelter helps millions of people every year struggling with homelessness. Income generated from Boutique by Shelter helps more people access vital Shelter services.
