Humber Enterprise Park
Transformational award winning 86 acre business park branding project
Acquired by Lumina Real Estate Capital and Leeds-based developer Citivale as a joint venture, LC Industrial Humber Enterprise Park sits on the BAE site in Brough, which had been earmarked as a new enterprise zone. With BAE having played an integral role in providing employment to the local area for a long time, the new owners wanted to bring change to the Humber Enterprise Park by creating a new destination brand and developing it into one of the prime business locations within the Hull and east Humber region.
With a strong heritage and community feeling associated with the area, the challenge was to develop a brand for this mixed use site that combined the rich and varied history whilst rejuvenating it to create an exciting ‘go-to’ destination for industrial and commercial businesses of all sizes.
The project covered numerous aspects from creating a distinctive and recognisable identity through to site-wide implementation covering 1.3 million sq. ft of office and industrial space through to a new website. A key aspect was for the new owners to celebrate the site’s heritage, not erase it, forming the basis of all the developments carried out helping to transform the site.
The site’s historic heritage formed the foundation for the new branding. It has a distinct art deco feel and promotes the golden age of aviation. As part of the process, the Strive team consulted with the BAE heritage team to ensure any artwork produced carried an authentic look and feel. The distinctive brand mark reflects the site’s origins incorporating the form of the most prolific aircraft produced on site alongside the iconic Humber Bridge.
The outdated buildings were reborn as Hawk, Firebrand, Mercury, Buccaneer and Bluebird, names of aircraft produced onsite. Interior and exterior design revolutionised the office space with each office entrance given distinction by featuring a bespoke vinyl wrap depicting the aircraft, personal colourway, and CGI reception imagery.
Full site signage and wayfinding strategy was developed and implemented, environmental graphics and signature installs were created and applied at key parts of the park creating attractive points of interest. For the launch, a full marketing website was designed and developed as well as brochures for key stakeholders.
The project was delivered within budget to excellent feedback contributing to tenant growth and an annual rental income of £1.8 million, with a net initial yield of 9.29 per cent. The project was also awarded the Wide Format Project of the Year at the British Sign Awards.