Despite the superior quality of the homes, Interest in Savills' Ironworks development wasn’t at the level they needed. As the focus had been on design and build, we had to find a more compelling story as people re-evaluated what home really meant.
The brand reframed Ironworks as a rare chance to live within the boundaries of a national park – becoming a lifestyle offer, balancing architectural quality with the freedom of the fells and the value of living in nature. Every touchpoint was rooted in the character of the Lakes, from the identity to the imagery to the language.
Anchored in its distinctive setting, Ironworks found a new, more meaningful position in the market — one that resonated with buyers seeking both beauty and escape. Interest grew, perceptions shifted, and a once-overlooked development earned its place as something truly special.
