Our brief was to create a brand for a building and by association, a part of central London divided into four diverse London neighbourhoods: Soho, St James’s, Mayfair and Fitzrovia. The icon that we created references the square cross section of the building and its central position between them all. The radiating lines evoke the relentless energy and bustle of the area.
10 New Burlington Street
Inspired by the way in which the building embraces technology, we decided to harness the potential of a digital medium. We designed and built an iPad app that can be downloaded and used by both agents and potential tenants.
The content of the app was structured by the ten most commonly asked questions about a commercial office development. This approach was distinctive in its direct and straightforward tone and intended to appeal to the people making the decisions.
Book & Collateral
For the launch of the building we have created a limited edition hand-bound book, presented in a slipcase featuring the expanded logo pattern, which demands the reader’s attention.