Urban renting disrupter appoints Peter and Paul

Stephen Chapman's picture
by Stephen Chapman

Peter and Paul is behind the brand for Noiascape, a “new concept in urban renting.”

The Sheffield agency was briefed to create something with a strong and unique visual, to stand out in a crowded sector.

“Noiascape is developing unique properties for people who want to live and work in interesting spaces. When Tom & James Teatum asked us to create the brand for their business we were delighted as these are the sort of building projects that excite us as a studio,” explained Peter and Paul, managing director, Peter Donohoe.

“The unique model of Noiascape had to be represented in a subtle and interesting way. We threw out the traditional brand mark, brand positioning statement and strapline and replaced it with insight and an incomplete manifesto.”

The company stated that they “question the idea of what living in cities means” and they seek to create “unexpected encounters.” As a result the new identity includes a manifesto, belief system and the pages have names like ‘Spaces’ and ‘Today’ - these are to represent “something always in flux.”

“Lots of branding companies talk about ideas and innovation but when it comes to it they reflect what’s already out there. Real ideas are hard – take time, care, disappointment and the ability to hold your nerve when everything is uncertain,” said Noiascape, co-founder, Tom Teatum.

“Peter & Paul do ideas and they do difference. When creating Noiascape we flirted with lots of agencies. After the lipstick we went back to P&P as we sensed they got into the structure under the message. They had depth. They were prepared to say no to us. They always held the project and its connection to people in the foreground. Creating real difference is never linear. But to get to difference you have to place your trust in people that care as much as you. For every minute of our 2 year journey I understood that Peter & Paul cared.”

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