Placemaking Brand Identity Case Study: Fitzrovia Quarter – The Langham Estate

Project Objective
To create a London Destination, Fitzrovia Quarter, whilst promoting the area as a new, vibrant placemaking destination for people exploring The Langham Estate.
Client
The Langham Estate
Category
Branding, Brand Positioning, Digital

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QUESTION

Fitzrovia Quarter Branding Brief

The Langham Estate asked us to create a B2C brand, alongside refreshing their B2B brand. The aim?

To create a distinct identity for the estate’s pocket of central London that would appeal to residents, visitors and workers.

Following extensive research, we named the area Fitzrovia Quarter before creating its brand identity. We developed brand guidelines, a website, print brochure and digital assets for Fitzrovia Quarter, drawing on our newly defined brand essence to create a thriving neighbourhood.

Fitzrovia Quarter Brand Assets

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ART DIRECTION

Fitzrovia Quarter Branding Concept

We established four core principles across our art direction to create a consistent look. These are: perspective; space; crops; and cut-outs.

We ensure that there’s always one core focus in every piece of photography. This complements our graphic language, which creates 3D portals allowing glimpses of life into the estate. Together, our art direction, portals and immersive tone of voice work together to put the visitor at the centre of every experience.

Fitzrovia Quarter Brand Assets

3/5

PRINT ASSETS

Fitzrovia Quarter Brand Expression

We created a print brochure to promote Fitzrovia Quarter, including a directory of all the businesses located in the area.

This brochure provides a physical companion to the website we built, applying the same design guidelines across its pages.

Fitzrovia Quarter Brand Assets

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BRAND APPLICATION

Fitzrovia Quarter Brand Guidelines

As well as creating brand guidelines, we designed a selection of promotional, marketing and OOH assets, from brand-appropriate billboards to signage that could be used within Fitzrovia Quarter.

Fitzrovia Quarter Brand Assets

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BRAND APPLICATIONS

Fitzrovia Quarter Brand Identity

We designed a range of engaging assets to be used across social media, from Instagram posts and stories to images that could be posted on other platforms.

Al aiming to emphasise Fitzrovia Quarter’s unique allure.