The brief was to name and brand a new development being built in Hackney that was to include both residential and commercial space. The name came from one of the old factories that used to exist on the site and I felt it had the right ‘Hackney feel’ to it and was non-specific enough to be able to work well for both disparate target markets.
The local area has a very distinctive visual style and reputation that is recognised throughout London. The branding references this style as well as the industrial history and feel of the area. I created a modular and adaptable identity system that worked effectively across all marketing collateral.