How do you make Shared Ownership feel aspirational, yet comfortably within reach, within a landmark Berkeley development in North West London?

Beaufort Park

CGI

Brand

Digital

Origin Housing, part of Places for People, asked DCTR to create a full suite of marketing assets to support the sale of their Shared Ownership apartments at Beaufort Park, a landmark Berkeley development in North West London.

The project included brand, brochure design, copywriting, photography, 17 interior CGIs, VR tours, exterior CGI, plans and signage. Our interior design team also helped translate the show home design intent into the CGI apartments. Because the wider development already had an established identity, we created a sub-brand for Origin that carved out a distinctive Shared Ownership look and feel that sat comfortably within the Beaufort Park family while expressing its own warmth and accessibility.

Client

Origin Housing

Services

Brand Identity

Brand Strategy

Print Design

Signage

CGI

VR Tours

Copy Writing

Photography

Links

VR Tour - Dakota - 1 Bed Apartment VR Tour - Puma - 2 Bed Apartment VR Tour - Hawk - 2 Bed Apartment

The challenge, Shared Ownership can often be misunderstood, seen as a compromise rather than a smart way to step onto the property ladder. Our challenge was to reframe perceptions, proving it can be both aspirational and attainable.
Origin Housing needed an identity that spoke confidently within a landmark Berkeley setting, one that reflected the quality of the homes and the craft of the community, while feeling warm, inclusive and within reach.

The idea

We built a sub-brand that blended modern London living with a sense of warmth and craftsmanship.
Every element, from the materials and typography to the photography and CGI styling, was chosen to communicate quality without excess. By mirroring the tone of Beaufort Park’s premium positioning while layering in Origin’s own voice and values, we created an identity that elevated Shared Ownership without losing its accessibility.

The outcome

The result was a cohesive campaign that gave Shared Ownership a stronger sense of pride and place within Beaufort Park. The sub-brand sat seamlessly alongside Berkeley’s identity while giving Origin Housing its own distinctive presence.From the tactile print materials to the crafted CGI interiors, every element worked together to tell a consistent story of quality, warmth and accessibility. The campaign helped shift perceptions, showing that Shared Ownership can feel every bit as aspirational as buying outright.