Property development marketing

Property development design and marketing

Hill Residential
A natural development

Sable were asked to create a new verbal and visual identity for this substantial new development in Hackney, east London. Our strategy was to focus on the natural history of the site which was adjacent to the pleasant and open environment of Clapton Common, a designated conservation area.

After extensive linguistic research which included focus grouping with local housing associations and residents groups, we settled on the name Ilan Square. This was inspired by two key factors; the development is centred at the heart of one of London’s largest Jewish communities, Ilan is the Hebrew for tree, and the site is square-bordered by a large collection of mature Lime and London Plain trees.


Each stage of the design process then had to be carefully considered to get the necessary balance between the natural and the new. For the print, our challenge was in developing the right combination of materials, papers and finishing to deliver exactly the right natural feel, offset by uncoated stocks, typographic and photographic styles to keep the general tone appropriately contemporary.

Finishing details included an external wayfinding system, developed with signage consultants to match with the overall scheme.

All imagery was commissioned and art directed Sable&Hawkes.