Fernlow

Packaged Living was bringing 189 two, three and four-bedroom rental homes to Linmere in Houghton Regis.

As part of a wider masterplan, Fernlow needed to work within an established place while building an identity of its own. With multiple residential operators and housebuilders on site, it also needed a clear proposition that could distinguish professionally managed rental from the wider housing offer.

The challenge was to make Fernlow feel both part of Linmere and a place people would actively choose in its own right.

We focused the positioning on two things that mattered most to prospective residents: location and the quality of the home.

Fernlow offered more space and greener surroundings without compromising on connectivity and convenience. Its high-quality, energy-efficient homes added the reassurance of professional management. This led to the proposition, “The place you want, the lifestyle you need.”

The name combines “fern” with “low”, a landscape term, rooting the brand in its natural setting. The visual system takes inspiration from connected networks found in nature, balancing warmth and belonging with the confidence of a professionally managed home. A warm, grounded and reassuring tone of voice supports the same idea.

We then had to make the proposition tangible before much of the development existed. CGI, animation and 360 tours brought the homes and setting to life, while photography and video introduced the people and everyday experiences behind the brand.

Validated website analysis showed Fernlow converted website visitors into submitted enquiries at 3 to 4 times the rate of the larger previous developments.