City centre living is often seen as expensive and unattainable for many. Cross Keys Homes recognised the need for affordable, high-quality housing in the heart of Peterborough. With the city undergoing rapid change, there was a real need for a development that not only catered to the demands of modern living, but also provided real value for aspiring homeowners. The question remained, how could we craft a brand and create a dream that was both aspirational yet attainable?

Drawing inspiration from the natural world, we sought to convey the transformative nature of this project and its pivotal role in offering a fresh start for the people of Peterborough. Indigo, a species of plant, symbolises hope and new beginnings. It perfectly captures what Cross Keys Homes envisioned with this regeneration. With the Indigo brand, our goal was to redefine city centre living. We wanted prospective homeowners to view Indigo not merely as a residential complex, but as a symbol of their aspirations and a reflection of their dreams.

The reception for Indigo has been overwhelmingly positive. The brand has effectively communicated the essence of the project – affordable homeownership in a vibrant city centre location. Collaborating with Cross Keys Homes on their flagship development has been a journey of creativity and shared commitment to making homeownership aspirational yet attainable.