Kings: Branding the future of Liverpool's waterfront

Quick read:

• Client: Davos Property Developments Limited in conjunction with Beetham Davos Ltd

• Brief: Replace 'King Edward Triangle' with a new name and brand identity for a £1bn Liverpool waterfront scheme – establishing credibility locally while positioning it competitively on a national and international stage

• Delivered: Naming, brand strategy, identity system, visual language and application framework

• Outcome: A disciplined brand designed to anchor the scheme from day one and carry long-term scale

Context

A new chapter is unfolding along Liverpool’s waterfront.

Kings – formerly King Edward Triangle – sits at the centre of that shift. A £1bn mixed-use scheme positioned between the city centre, the northern docklands and the River Mersey.

At this scale, clarity matters early.

Before construction completes, before occupation, before skyline impact – a project is positioned and brand becomes the first articulation of intent.

Strategy

The platform was clear and deliberate: Made for Liverpool. Made for the World.

Grounded in place, outward in ambition.

The positioning articulated that balance precisely: 'A neighbourhood made of Liverpool’s identity – a uniquely new place for the world to experience its spirit.'

This formed the foundation of the identity system and its application across communications, investor materials and public-facing touchpoints.

From there, the work focused on building a disciplined framework capable of carrying scale across planning, presentation and long-term growth.

Identity

The wordmark anchors the system, its faceted structure reflecting the 'jewel in the crown' concept within the brand narrative.

The colour palette centres on Racing Green and Verdigris Green, drawn from the Liver Birds – the iconic copper sculptures atop Liverpool’s Royal Liver Building and long-standing symbols of the city.

Copper is used as a secondary accent, adding depth across applications.

Together, these elements form a structured visual language designed to hold consistently across investor materials, planning documentation and public communications.

Why brand matters here

A development of this scale enters a competitive market long before construction completes.

It is assessed by investors, planners and partners against schemes across the UK and beyond.

Brand provides clarity at that point. It defines intent, positions the scheme within the city, and signals the level of thinking behind it.

That clarity builds confidence.

If you'd like to speak to our team about a branding project, email enquiries@wearesomwhere.net