Naming and branding
The initial phase of the Woolwich project was to look into naming and branding the site. Having looked into the target resident profile, we then established the brand attributes, which included stylish, fresh, connected and progressive. With this in mind, the naming process then took place after which the name Woolwich Central was chosen due to the location and wanting to take ownership of Woolwich, as there is so much development going on in the area.
The heart logo was developed for a few reasons, firstly the development was previously known as Love Lane, Woolwich, based on one of the roads that dissected the development and secondly it is in the heart of Woolwich. The logo is made up of a series of line segments, linked together to show fluidity and connectivity, two elements of which are paramount to the Woolwich Central brand.