1. LOGOS & BRANDING
The Albany should use inspiration from the building’s history to lead the future branding of the development. A strong classic design with a modern contemporary twist will provide longevity and class. Some examples of how this could look are:
2. COLOUR PALETTE
The Albany Building should have a simple four-colour palette for all areas of marketing including the official logo, website and brochure, the decoration of the concierge area and all aspects of internal and external marketing.
The four colours are taken directly from the Albany’s communal spaces including the foyer ceiling, the marble columns, the contemporary courtyard seating and the black ironwork throughout the internal corridors
1. Chalk White
2. Victorian Granite
3. Albany Red
4. Coal Black
3. CONCIERGE
The concierge’s office should continue the existing theme of Slate Grey walls, cast-iron radiators and polished wooden floors.
The introduction of original Victorian-style Damask wallpaper on the outer wall in the Albany colour palette will help to re-enforce the building’s branding and give the area a more luxurious, boutique-hotel style feel
4. THE APARTMENTS
To broaden the appeal of the Albany Building, the apartments should be marketed to as wide an audience as possible. The creation of two apartment types will help to reflect the building’s unique character and highlight the different lifestyles that can be led at the Albany, from historic Renaissance-style loft apartments to bright contemporary penthouses.
Albany Lofts The apartments on Levels 1, 2 and 3 should be marketed as “Albany Lofts”, a collection of double-height loft apartments with split-level bedrooms, large sash windows and views across the courtyard and the historic streets. 
Albany Penthouses The duplex apartments on Levels 4 and 5 should be marketed as “Albany Penthouses”, a collection on bright, contemporary spaces with light wooden floors, large expanses of glazing and large decked terraces
5. MARKETING STRATEGY
Social Media The Albany should have dedicated Facebook, Twitter and Linkedin pages to include details of the Albany including the website, design, floor-plans and history. There should be regular news updates on all aspects of the building including decoration, sales, new tenants, commercial district news and general information about living in central Liverpool.
Bespoke Design Packages Potential buyers at the Albany could be offered bespoke design packages to help transform their chosen apartment between exchange and completion. These packages will be purely cosmetic but could include replacement flooring, wall and window coverings, electrical sockets, paint colour palettes etc. The packages will give the Albany a unique selling point by being the only Liverpool apartment block where buyers can design their own property before they move in. All package prices should be added to the purchase price at cost with an in-built 20% mark-up
Liverpool Designers The Albany could launch a competition to find three local up-and-coming interior designers to devise the three design packages for the apartments. This would be news-worthy and help promote local design.
Commercial Space All efforts to find a commercial tenant for the lower floors of the Albany should have a defined marketing strategy. This could include temporary use of the space to illustrate the kind of tenant Albany would like, to alternative usages from art gallery space to HQs for Liverpool charities or related commercial companies such as Liverpoolcdp
6. WEBSITE
The website should concentrate on the luxury lifestyle a potential buyer could experience at the Albany, rather than the history of the building. There should be photographs of the communal courtyard, internal corridors, apartment front doors, wrought-iron balustrades, the new concierge area and close-up detail of the high-quality materials used to construct the original building.
The emphasis should be on the quality of the materials used across the Albany and images of how glamorous and upmarket the apartments could look.
The Albany Lofts should feature photographs of the show apartment including slate-style flooring, dark-coloured walls, full-height velvet drapes, French bedsteads and lounge-style club chairs.
The Albany Penthouses should use photographs of the show apartment including polished light-oak laminate flooring, contemporary Eames furniture, bright white walls, venetian blinds and polished decked terraces
The website should feature example floor-plans of 1 and 2-bed apartments,
a 360-degree movie of the internal courtyard and example prices
Background: William Morris – Granada
Black: R=100 G=100 B=100
Gold: R=120 G=90 B=20
