In homage to the original architecture, we created a new visual identity, capturing the enduring influence of the building’s mid-century design, while reflecting the recent evolution of London’s Fitzrovia district.

Mixing past heritage and future aspiration, we worked with project architects AHMM – referencing typography, materials and colour to convey the design-led aesthetic of the new office workspaces.

The launch campaign creates a narrative to match the design and sophistication of both the building refurbishment and iconic architecture of the Fitzrovia district.