Sitting adjacent to the Rochdale canal, the Lockside development reflects a balanced blend of urban and almost rural sentiments. The canal, once a busy industrial highway but now a relaxing reminder of a bygone era, brings a quiet, contemplative backdrop to a development of modern residential homes. We realised that the canal is a natural point of reference and valuable USP. It offers a vivid and compelling tool with which we can use to underpin our branding and marketing work. Our creative proposal therefore has to lever this urban feature to create a range of literal and metaphorical themes to drive our communications and messaging.