Elastic Creative commissioned to create brand identity for Dundee’s Water’s Edge project

Tayforth Properties Ltd. has commissioned brand agency Elastic Creative to create a brand identity for its much-anticipated Water’s Edge commercial office development overlooking Dundee’s City Quay marina.

Conceived as a catalyst to inspire, connect and energise 21st Century business innovators, entrepreneurs and freelancers, Water’s Edge is an open-plan, flexible workspace which ranges from offices with capacity for 50 people through to individual co-working desks.

Owned by Chris van der Kuyl and Paddy Burns (founders of 4J Studios and developers of the Minecraft console editions), and operated by Managing Director Stewart Clark, Tayforth Properties Ltd. is working with Dundee-based architects Nicoll Russell Studios Ltd. and contractors Lyon Building Services to deliver the project this Winter.

lastic Creative has strong links with the city. Owner and Creative Director Lauren Rennet is a proud Dundonian who, along with two of the firm’s Directors, gained her degree in design from the Duncan of Jordanstone College of Art and Design.

The eye-catching branding – which will be used across the development to create everything from signage to web design – is reflective of Water’s Edge incredible location by Camperdown Dock.

Lauren Rennet, Owner and Creative Director, Elastic Creative, said:

“Elastic Creative was delighted to be invited to create a brand identity which truly reflects Tayforth’s vision to deliver a fantastic shared business space where the energy will flow.

“Tayforth’s entrepreneurial spirit, enthusiasm and energy for innovation is genuine and infectious. We were determined to find a way to express these qualities in an instantly recognisable brand for Water’s Edge that reflected its philosophy that ‘good energy is contagious’.

“The new brand also offered an opportunity to create something that stands out in the building sector. I’m very excited by Dundee’s renaissance and the creative energy of the city and I believe the brand not only reflects the ethos of Water’s Edge but also provides a focal point that seamlessly compliments the design landscape of this incredible quayside development.”

Stewart Clark, Managing Director of developers Tayforth Properties Ltd., said:

“Working with Elastic Creative was a pivotal decision for Tayforth Properties, resulting in real distinction for our Water’s Edge brand.

“Creating the new generation of office space here at Water’s Edge in Dundee has been an exciting journey, and the new branding matches our vision to create an office environment which nurtures creative thinking, encourages collaboration and enhances productivity.”

Original features have been retained and incorporated into Water’s Edge which boasts cutting-edge technology, co-working space and meeting rooms, plus ultra-fast broadband and temperature control.

What will ultimately become Dundee’s largest restaurant and café, with inspiring views overlooking the water, will complete the development.

Businesses who are interested in finding out more about Water’s Edge should contact Stewart Clark on 07782 637 420 or email stewart.clark@tayforth.com