Rebranding London's Most Colourful Escape, Central Saint Giles: Brand identity Case Study

Project Title
Central Saint Giles
Client
Central Saint Giles
Category
Brand Identity, Packaging and UX/UI design

Question

Central Saint Giles sits at the heart of central London, but despite its prime location and striking architecture, it has historically lacked a clear identity beyond being a place to pass through to get to other parts of London.

The challenge was to reposition Central Saint Giles as a distinct destination, in a way that reflects its unique character and helps it stand out in the city.

We needed to define what makes the area different, and from there build a brand that captures its energy for an audience of residents, workers, tenants and visitors.

1.0 A BRAND BUILT ON THE ARCHITECTURE

Change

We began with a creative workshop and in-depth research, analysing what truly sets Central Saint Giles apart. Three defining characteristics emerged: its colourful architecture, its welcoming piazza and its dynamic mix of uses and audiences throughout the day.

From this, we developed a brand strategy centred around one big idea: Powered by Imagination. The architecture itself, which was designed by Renzo Piano, already embodies this by using colours and angles to create movement, contrast and surprise.

This led to our creative platform: Space for New Perspectives. This concept is grounded in the variety of ways Central Saint Giles can be experienced: physically through its shifting angles and vivid hues; socially through its diversity of people and activity; and contextually, as an eye-catching contrast to the surrounding city.

We translated this into a full brand system, including a dynamic brandmark inspired by the buildings’ lines and changing viewpoints, a colour palette that shifts from day to night and a flexible graphic language and grid system inspired by the architecture’s angles.

Finally, we created brand guidelines and a new website, ensuring consistency across all touchpoints, and developed a launch strategy for the refreshed brand with a social media roadmap, templates and key messages.

2.0 BUILDING A COMMUNITY IN THE HEART OF THE CITY

Outcome

Central Saint Giles now has an ownable identity as London’s most colourful escape, which is deeply rooted in what makes the area unique. The brand captures its character and creativity, turning it from a route leading somewhere else into a destination in its own right.

Having a strong strategic foundation keeps all communications cohesive, positioning Central Saint Giles as a recognisable pocket of central London that invites people to see, use and experience it in new ways.