How a powerful brand and accurate targeting can launch a whole new way of working

Occupying a Grade II listed former bonded warehouse in the centre of Southampton in late 2019, Old Bond Store opened its impressive large double wooden doors to a carefully curated selection of the city’s business community.

Located on the historic Back of the Walls in Southampton, originally built in 1802 as a bonded warehouse, Old Bond Store is outwardly industrial, inwardly warm and welcoming and private, yet spacious. Through thoughtful design it retains its historical soul whilst embracing the future, representing a much broader cultural change for the way in which businesses are working. This way of working, which is now commonplace in London, is being talked of as ‘club working’.

Client Old Bond Store
Year 2021
Project team Ed Gould Giuseppe Sciascia Emily Braybrook Hannah Bergman-Brown
Old Bond Store Logo

Our approach

We worked with the leadership team at Old Bond Store to meticulously understand and shape the proposition and develop a knockout brand identity to appeal to the heart and soul of this distinguished target market. The ‘product’ wasn’t competing with the likes of Eagle Labs and We Work. It wasn’t a shared working space, it was something more – a club, a place to belong, an environment to be in the company of other successful businesses people. It was something that you had in addition to your workspace, not to replace it.

The visual and verbal brand had to reflect this. It needed to feel exclusive and appealing in a way that draws attention to the feeling members get when they walk through the door. It wasn’t for everyone, but it is for those people who need space, both physically and mentally, to work on their business and not in it. To launch, we developed a website that could only be accessed with a unique password. We created a beautiful printed direct mailer, which was sent to a highly targeted list of our C-Suite audience. Each mailer was sent in a handwritten envelope which begged to be opened. Only by doing this could we be certain that a high proportion would be seen by this distinguished audience group.

Old Bond Store main entrance
Old bond store website
Old bond store mobile website
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