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Jesmond Three Sixty: Turning a Development into a Destination

Jesmond Three Sixty is a residential-led development located in Jesmond, Newcastle, combining modern city living with integrated hospitality and leisure offerings.

Positioned in the sought-after suburb of Jesmond and a short distance from the city centre, Jomast Developments have incorporated a private residential development village with lifestyle amenities to form a self-contained urban regeneration-style environment.

www.jesmondthreesixty.co.uk

The Brief

Cool Blue was tasked with refreshing the existing brand identity to align the brand with the vision for the site and its existing buildings, while also creating a distinctive name and identity for the second phase of development, including a new high-rise private residential apartment block.

The objective was to develop a cohesive brand identity for the site that would support its growth over time, strengthen connectivity and community across the development, and ensure it remains future proof. At the same time, we wanted to establish a distinctive and memorable look and feel that would set it apart and give it a strong presence in the market.

Our Approach

We began by building a clear strategic foundation.

Through desktop research and competitor analysis, we mapped the regional landscape and identified where Jesmond Three Sixty could differentiate. Alongside this, we defined our target audiences – understanding not just who they are but what they value in a modern residential offering.

This phase culminated in a collaborative session, where insights were shared and preferences explored, ensuring alignment before moving into creative development.

Defining the Brand

With clarity on positioning, we shaped a brand that felt both premium and grounded in place.

We defined core brand values and personality traits, creating a clear identity that could guide all future communications. From there, we developed messaging that articulated the development’s story and value – balancing lifestyle appeal with practical benefits.

A distinct tone of voice was established to ensure consistency across channels, while still allowing flexibility as the development evolves.

Visually, we developed a cohesive brand system, including colour palette, typography, imagery direction and design principles.

To bring this to life, we produced illustrative applications across key touchpoints – from on-site signage to digital communications – helping stakeholders clearly visualise the end result.

Once concepts were approved, we moved into final production.

We delivered a full suite of brand assets, including final artwork and adaptable file formats, ensuring the client team could confidently roll out the new identity across all channels.

To support long-term success, we developed comprehensive brand guidelines. These captured not only the new visual identity but also tone of voice principles and real-world applications – covering everything from signage to brochures.

The Results

Jesmond Three Sixty now has a clearer, more confident brand. One that reflects its positioning and appeals directly to its target audience.

With a scalable identity and a distinct second-phase brand in place, the development is set up for future growth, with a cohesive story that connects every stage.