15.09.26
From Brighton to Canary Wharf: evolving the Sea Lanes experience
We’ve been working with Sea Lanes as it takes its unique mix of swimming, wellness, hospitality and socialising from the Brighton seafront to the heart of Canary Wharf.
Sea Lanes Canary Wharf brings open-water swimming to Eden Dock alongside sauna, food and drink, creating a new waterside destination in one of London’s busiest neighbourhoods.
Our involvement began ahead of launch, developing the creative campaign to introduce Founder Membership and build awareness of the new Sea Lanes destination across Canary Wharf.
Building on the Sea Lanes brand, we created a campaign identity designed to stand out across the estate, developing the concept and rolling it out across large-format OOH, digital screens and supporting campaign assets.
Since then, our work with the team has continued across a growing range of touchpoints, from on-site activation and social assets to vouchers and the design of the new food and drink menus.
Introducing Dockside Bar + Kitchen
Most recently, we’ve been helping Sea Lanes introduce another new name to Canary Wharf: Dockside Bar + Kitchen at Sea Lanes.
The launch marks the next stage in establishing Sea Lanes Canary Wharf as much more than somewhere to swim, putting greater emphasis on the food, drink and social experience available by the water.
Our brief was to create an OOH campaign that introduced Dockside Bar + Kitchen as a destination in its own right, while retaining a connection to the visual language we'd already established for Sea Lanes Canary Wharf.
The result is a warmer, more hospitality-led campaign built around food, drinks and good times by the water.
Good times by the water
The creative gives the new Dockside identity greater prominence, introducing its distinctive buttercup yellow alongside bold lifestyle imagery and simple messaging designed to work across everything from digital screens to large-format outdoor placements.
The campaign launched across Canary Wharf, introducing Dockside Bar + Kitchen to the thousands of people who live, work and spend time in the area.
From launching Founder Membership to helping establish a new food and drink brand, it’s been great to play a part in bringing the Sea Lanes experience from our home city of Brighton to a completely new audience in London.
And we're looking forward to seeing where they take it next. To find out more visit: www.sealanescanarywharf.co.uk
