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British Land

Showcasing a collaboration between Mayfair property and the Royal Academy

I worked with branding agency Egelnick + Webb on copy for a high-end Mayfair property, covering website, print, email marketing and video promotions.

The building was designed in partnership with the Royal Academy, with sculptures and paintings dotted across the six floors. It’s a grand, arty place, but the writing didn’t need to be. Property marketing is full of sickly superlatives, so the challenge was to communicate in language that sat well with the client’s aspirations for a luxury brand, without collapsing into cliché.