Abbey Meads

We had previously launched Bradley Stoke on the outskirts of Bristol, which was then the biggest development in Europe, so when we were appointed to launch a bigger development on the outskirts of Swindon, we had a lot of experience.

We launched it in 1995 but wanted to create excitement about this new lifestyle, and to convey that the homes, the schools, the doctors' surgery, the shops, the pubs, the play areas and sports facilities were ready for the next century, hence the strap-line.

We also wanted to create a lot of excitement long before the launch date, so we prepared a teaser campaign using billboards and local press just using the words Move Up, leading up to the main message of Move Up to a New Lifestyle.

We also created a new corporate identity to encapsulate the self- contained community aspect of the development on the outskirts of the town .We thought that the brief from the developers as a cluster of urban villages was a slight exaggeration. Brochures, mail shots and a signage programme for all the developers were also created.

Outdoor