New Fountainbridge —
Redefining BTR
in Edinburgh.
Shaping a brand that honours Fountainbridge’s industrial past while redefining waterside living for a new generation in Edinburgh.
Industrial heritage reimagined for modern canalside living.
New Fountainbridge is a canalside development in central Edinburgh that draws on the area’s rich industrial heritage while looking firmly to the future. Once home to silk mills, rubber works and breweries, Fountainbridge was a district shaped by making and movement, with the Union Canal carrying goods through the city. Today, the same canal provides the backdrop for a new kind of living, built around community, connectivity and contemporary design.
With 253 high-quality rental apartments, ground-floor commercial space and landscaped courtyards, New Fountainbridge combines the energy of city life with the calm of the waterside. Built for today’s renters, it focuses on quality, sustainability and connection, offering young professionals and urban residents a place where history, character and modern living come together.
The historic home of silk, repurposed.
New Fountainbridge is a canalside development in central Edinburgh that draws on the area’s rich industrial heritage while looking firmly to the future. Once home to silk mills, rubber works and breweries, Fountainbridge was a district shaped by making and movement, with the Union Canal carrying goods through the city. Today, the same canal provides the backdrop for a new kind of living, built around community, connectivity and contemporary design.
We took inspiration from the former silk mills and developed a unique design language using silk scarves. Photography was printed on scarves as part of the marketing campaign, we created branded scarves for the lifestyle photography and apartment shoot and new residents were gifted branded silk scarves as part of their welcome pack. We took the idea through the typography and created a wave effect on the website and on moving image content, also referencing the waterside location.
The website was strategically designed to attract and drive pre-let enquiries which proved highly succesful.
How we
created feeling
We set out to build a brand that felt instantly welcoming, something that tapped into a sense of nostalgia whilst also feeling very much of the now. We utilised warm colors, playful details, flash photography and subtle retro references with a light, upbeat tone creating a vibe that felt familiar in the best possible way. It was important that the identity sparked a little joy and curiosity, giving people a sense of what life in the building could feel like before they ever stepped inside.
To balance the nostalgia, we paired those elements with a clean, contemporary design approach and design system. Modern typography style setting, spacious layouts, and a polished visual system kept the brand current and relevant, appealing to residents who want both character and comfort. The mix of old and new helped the building stand out in a crowded market and created a feeling that was easy to connect with—inviting, fun, and confidently modern.
The impact.
New Fountainbridge is a great success. The strategic brand & marketing drove enquiries and conversions above expectation and set the tone for new BTR developments in Scotlands Capital. Both phases of the project exceeded initial metrics and also included ground floor retail lettings that followed the same brand approach tailored to a commercial strategy.
NFB exceeded all our expectations and has delivered a statement development in the heart of Edinborugh, Persona have been exceptional through the entire brand & digital process"
