THE CRESCENT
Agency: DD London
Client: Rectory Homes
My Role: Lead Designer, Brand Identity
Deliverables: Strategy, Brand Identity, Copywriting, Print and Digital Brochure, Hoarding, Website, Hoarding, Marketing Suite
Credits: www.ddlondon.com, Aidan Booth (UX/UI Design)
The Crescent is a landmark development of 23 luxury villas in the heart of historic Thame. Nestled in 1.1 hectares of parkland next to a Grade II-listed manor, it offers a rare combination: timeless Georgian-inspired form, refined contemporary interiors and the calm of countryside living – all a short walk from a thriving market town.
Inspired by the past but rooted in the future, The Crescent is a place where space, light and design converge to create homes of distinction and comfort. Here, bold architecture meets community; elegance meets ease.
The Crescent brand identity has been carefully developed to reflect the architectural ambition, historical sensitivity and aspirational lifestyle offered by this landmark development of 23 luxury villas in the heart of Thame.
The marque draws directly from the crescent-shaped entrance pillars and red brick reliefs found on-site, visually tying the brand to its architectural context. These sculptural forms inspired a simple yet distinctive motif that echoes the development’s curvilinear façade and Georgian heritage.
The colour palette is grounded in natural, earthy tones that complement the materials and landscape of the site - red brick, stone, soft greenery and bronze accents balancing modern luxury with heritage character.
Strategically, the identity is underpinned by five core brand themes:
Architectural Distinction
A bold curvilinear form inspired by Regency-era terraces of Bath and Edinburgh, interpreted through a clean, modern lens.Connection to Heritage
Located beside a Grade II-listed 19th-century house, The Crescent draws on the "Rus in urbe" ideal—bringing calm, open parkland into the heart of town life.Contemporary Luxury
Sophisticated interiors, sustainable materials and discreet technology provide a high-spec living experience without compromising on elegance.Community and Lifestyle
Set in 1.1 hectares of parkland yet moments from Thame’s historic market square, residents benefit from a sociable, semi-rural lifestyle with independent shops, cafes and excellent schools.Design Integrity
Every design element—from the brand identity to architectural details—is rooted in clarity, proportion and purpose, inspired by exemplar developments like Accordia in Cambridge.
The Crescent is positioned to attract:
Affluent professionals and families seeking a balance of countryside tranquillity and connectivity, specifically to London.
Downsizers or second-home buyers who appreciate privacy, heritage and intelligent design
Thame offers exceptional convenience for commuters and cosmopolitan buyers, with Oxford just 14 miles away and central London under an hour by train—making it ideal for those who want the calm of rural living without sacrificing urban access.
This strategic approach ensures the brand identity not only reflects the physical site and architectural language, but resonates with the lifestyle aspirations of a discerning audience.
