A large Shared Ownership scheme on Comet Rise, Hatfield, aimed at the younger end of the market

Comet Rise is Settle Group’s land-led scheme on Comet Way, Hatfield comprising eighty-six 1 & 2-bedroom apartments and 15 apartment types.  

Settle’s creative brief stipulated:     

These apartments are aimed at first-time buyers, at the younger end of the market, potentially students at the University of Hertfordshire looking to invest in a home rather than rent, with help from “Bank of Mum & Dad”. The brand should appeal to younger buyers aged 20-27 and to their funders.

“These are young people enjoying life away from their parents. They’ll eat Nando’s in their pyjamas 3 times a week, if they want to. They’ll enjoy walking to the cinema at Galeria or just snuggle into movies at home on the sofa. It’s an extension of their Uni life, it’s not over yet!”

"They’re looking for a good time, not trying to get saddled with responsibilities. A crashpad, not an investment"

“A Hatfield price-tag and an easy Uber ride to vibrant, affluent St Albans with its boutique shops and yummy mummies”     

“It’s like a zippy hatchback, a mini or a fiat 500 but with personality. Sports mode!”

Keywords were: Freedom, Vibey, Lifestyle, Eye-catching, Fresh & exciting, Energy, First steps, Colourful, Vibrant, Starting out.

This was to be a hybrid brand, derived from Settle’s corporate guidelines document, specifically Settle needed a development-specific logo and font for logo, but use Settle fonts for body copy and titles, and use Settle corporate colours (with improved intensity)

A major brand concept consideration was the site’s long and prominent frontage, opposite Hatfield Galeria (shopping centre) car park and alongside a fast-moving A-road. This led us to generate a short name and a bold colourful “COMET” logo with lots of contrast, that could be shown at the largest point size, to improve recognition and readability at distance.

Creative leads were taken from NFL logos and apparel which have been fashionable with this demographic.