Name and branding unveiled for Smithfield build-to-rent apartments

Clayworks logo

Genr8 Developments and Fortior Homes have revealed that the build-to-rent apartments in Hanley’s Smithfield development are to be named Clayworks – in a modern-day nod to the Potteries’ industrial heritage.

The brand identity has been created by brand and placemaking agency D.S.Emotion, after a several month-long creative process with the project’s stakeholder team.

The unveiling follows the recent launch of the new Smithfield website, as the completion date for the next phases of the scheme creeps ever closer.

As part of the brand discovery process, in collateral the developers have described their ambition “to provide the platform for a previously unavailable homestyle for Stoke-on-Trent, embracing all that is good about the revolution in living patterns”.

It also places emphasis on wellbeing, community, safety, flexibility, high-quality specifications and amenities, and an aspirational lifestyle – coupled with contemporary, luxurious interiors.

Richard Ingham, partner at Genr8, said: “We’ve put a lot of work into Clayworks as a concept, and we’re delighted to finally share it.

“The apartments will be unlike anything else currently on offer in Stoke-on-Trent, and the look and feel of the branding reinforces that – giving people an insight into how impressive the completed project will be.

“Progress on site is gathering pace now as we remain on track for Q4 2019 completion. We should be topping out on the 11-storey Clayworks development in April, and we are really excited to get the shell complete so that we can start fitting the apartments out.”

Councillor Randy Conteh, Stoke-on-Trent City Council cabinet member for housing, communities and safer city, said: “We’re delighted with the progress on the apartments; the work is on track and being delivered to an exceptionally high standard. Clayworks is a very fitting name for the development, sensitive to the city’s ceramics heritage.

“We understand that Clayworks will make a fantastic contribution to the city centre and that the footfall generated will also support local businesses too, all essential in ensuring the continued growth of the city’s economy.”

The build-to-rent concept is being brought to Stoke-on-Trent for the first time by Genr8 and Fortior Homes – a private housing company established by Stoke-on-Trent City Council to deliver high-quality homes that address identified gaps in the private sector housing market.

The apartments will be managed by LIV Group, a residential managing agent which specialises in the build-to-let market.

Councillor Conteh added: “This is a hugely exciting scheme, and with our partners we are delivering the first housing of its kind to be developed in the city. It will meet a clear housing need, as part of our commitment to raising housing standards across Stoke-on-Trent.”


The flats will be available to rent towards the end of 2019.


Build-to-rent is a rather different animal to “traditional” private renting. Taking a cue from the hospitality industry, renters are treated as customers rather than tenants and can expect perks such as a 24/7 concierge service, plush communal areas and regular scheduled activities (e.g. yoga and social drinks).

More will be revealed about the exact offering at Smithfield closer to Clayworks’ completion date.

Richard continued: “We hope that our vision for the apartments not only resonates with Stoke-on-Trent, but also provides a high-quality residential product which will be unique in the city.”

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