Kings: Branding the future of Liverpool's waterfront

Quick read:

• Client: Davos Property Developments Limited in conjunction with Beetham Davos Ltd

• Architects: Brock Carmichael Architects

• Brief: Create the positioning and brand identity for a £1bn Liverpool waterfront neighbourhood – establishing credibility locally while positioning the scheme competitively on a national and international stage

• Delivered: Positioning, identity system and brand framework

• Outcome: A structured brand designed to anchor the scheme from day one and carry confidence and clarity as it evolves over time

Context

A new chapter is unfolding along Liverpool’s waterfront.

Kings – formerly King Edward Triangle – sits at the centre of that shift. A £1bn mixed-use neighbourhood positioned between the city centre, the northern docklands and the River Mersey.

At this scale, clarity matters early.

Before construction completes, before occupation, before skyline impact – a development is already being assessed by investors, planners and partners. At that point, brand becomes the first clear articulation of intent.

Strategy

The platform was clear and deliberate: Made for Liverpool. Made for the World.

Grounded in place, outward in ambition.

The positioning articulated that balance: 'A neighbourhood made of Liverpool’s identity – a uniquely new place for the world to experience its spirit.'

This strategic foundation informed the identity system and its application across communications, investor materials and public-facing touchpoints.

From there, the work focused on building a disciplined framework capable of carrying scale across planning, investor engagement, and long-term evolution.

Identity

The wordmark anchors the system, its faceted structure reflecting the 'jewel in the crown' concept within the brand narrative.

The colour palette centres on British Racing Green and Verdigris Green, drawn from the Liver Birds – the iconic copper sculptures on Liverpool’s Royal Liver Building, widely recognised as symbols of the city.

Copper acts as a secondary accent, adding depth across applications.

Together, these elements establish a structured visual language designed to remain consistent across investor materials, planning documentation and public communications.

Why brand matters here

A development of this scale enters a competitive market long before construction completes.

It is assessed by investors, planners and partners alongside schemes across the UK and beyond.

Brand provides clarity at that stage. It defines intent, positions the scheme within the city, and signals the level of ambition behind it.

That clarity builds confidence from the outset.

If you'd like to speak to our team about a branding project, email enquiries@wearesomwhere.net