Case Study: NHG Homes achieves rapid off-plan reservations with Bell’s boutique brand and marketing campaign

NHG Homes reserved 78.5% of Castle & Victoria off-plan with Bell

Bell was engaged by NHG Homes, one of the UK's largest housing associations, to tackle the challenge of marketing a unique Shared Ownership housing scheme in Westminster. The project involved creating a boutique brand identity and full marketing campaign for 28 apartments, a rare opportunity in that borough, which required balancing a premium feel with the development's accessible nature.

Bell developed the name Castle & Victoria and created an elegantly scaled-back visual identity with a classic typeface and muted colors. Their comprehensive solution included an interactive digital brochure, a microsite, a promotional video, and targeted advertising. The campaign was highly successful, resulting in 78.5% of apartments being reserved within the first month off-plan and all properties reserved six months ahead of the formal launch. The development also won a Gold award at the 2025 WhatHouse? Awards.

NHG Homes