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Jesmond Three Sixty: Turning a Development into a Destination

Jesmond and its suburbs have long been a sought-after location, known for its strong appeal for student living as well as covering a vibrant mix of hospitality and leisure offerings. Its close proximity to the city centre - just a five-minute walk - and easy access to the Tyne and Wear Metro connections makes it especially attractive.

Located at the end of the popular Osborne Road, an opportunity emerged for Jomast Developments to unlock a hidden site with the potential to become something distinctive. The vision was to create a private residential development village that could also incorporate elements of hospitality and leisure, forming a self-contained, urban regeneration-style environment.

From this idea, Jesmond Three Sixty was born. A spectacular development designed to bring together modern living with a sense of community and lifestyle convenience.

www.jesmondthreesixty.co.uk

The Brief

We were tasked with refreshing the existing brand identity to align the brand with the vision for the site and its existing buildings, create a distinctive name and identity for the second phase of development, including a new high-rise private residential apartment block.

Our goal was to create 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
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.

Carving Out a Three Sixty Approach

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 Outcome

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.