Trent Basin

Designing a place by the river called home

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Trent Basin is a design-led waterside community of modern sustainable homes. On the banks of the River Trent, just minutes from the centre of Nottingham, the neighbourhood rewards homeowners with panoramic views and forward-thinking community initiatives.

Following slower than expected initial sales, we were brought in to refresh the Trent Basin brand by adding a clearer sense of identity that was rooted with meaning.

  • Brand strategy
  • Visual identity
  • Language and tone
  • Design look and feel
  • Brand guidelines and guardianship
  • Web development
  • Digital and social assets
  • Brand film


Post brand launch, Phase Two sales leapt by 86% in comparison to Phase One.


Following our campaign launch for Trent Basin, new home reservations jumped by a whopping 60%.

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Unpicking the issues

Just like the development itself, we had to build on solid foundations. Through a new brand strategy, we ensured Trent Basin would be saying the right things to the right people in the right way. The brand needed to be empathetic and human if it was to convey what’s important to potential Trent Basin dwellers: real people and a better way of life.

A new lease of life

For the refreshed visual identity, we combined an energetic colour palette with contemporary design aesthetics to mirror the development’s dynamism and sustainable nature. The addition of lifestyle photography, art directed by us and shot by Richard Moran, brought a warm sense of community to the brand’s look and feel.

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From the past, for the future

The meaningful brand identity is rooted in forensic research and creative thinking. But sometimes, the answer can be right in front of you. To produce the distinctive logotype, we took inspiration from Trent Basin’s rich history – recreating the iconic lettering from the basin’s former warehouses to form a modern and progressive look.

Truly alive online

To take the brand online, we planned, designed and launched an expansive site filled with film and photography that expressed the mood of the community. The interactive and immersive experience tells the accessible yet aspirational story of what’s life like as part of Trent Basin.

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By looking back on the development's past, we've crafted an identity that's rooted in heritage yet progressive, dynamic and fresh.

Simon Harrison
Creative Director, Cubic

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