Davos Property Developments’ proposed £1bn Liverpool waterfront redevelopment scheme has been given a rebrand, and is now known as Kings..
The new branding replaces the previous King Edward Triangle ID, with partners Davos and Beetham Davos saying the new brand represents “a bold new district that will redefine how people live, work and experience the city.”
Hugh Frost, of Beetham Davos, said: “Liverpool is a global brand and deserves a skyline to match.
“We’re crafting a whole new neighbourhood and wanted a brand name and personality that illustrates Liverpool’s confidence.”
Creative agency Somewhere has led on the brand’s strategic and creative development, and the agency’s Isobel Hyde-Walker said: “The brand articulates the city’s confidence and its continued progress and reinvention. Liverpool’s waterfront has gone through many iterations over the last 300 years and Kings will carry the city forward on the next leg of its journey.
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“We wanted a brand that spoke to investors, talent, businesses and visitors and which provided authentic cues without being cliched. It had to feel unmistakably Liverpool – of the place, not merely in it. Our tone is confident but not overly corporate – that isn’t Liverpool, after all.”
Frost added that the new brand is indicative of the city’s resolve: “There’s a tenacity here – when we need to make it happen, it happens,” he explained. “It’s what makes us Liverpool. And when we make something happen, we make it our own – but are proud to share it with anyone who wants to be part of it.”
He added: “Kings is a place that feels completely Liverpool, yet completely new. We’ve always been a city of reinvention – our spirit goes through the generations and remains a major ‘pull factor’ for investors and visitors, whether they are here for a day or a lifetime.
“We’re going to develop a neighbourhood that belongs to Liverpool and is open for the world to experience. You’ll see it as you approach the city from the sea, land or air and we know from our early discussions that investors and end-users want to be part of it.”
Image courtesy kingsliverpool
