Frost*collective created a new place brand for the Exhibition Road Cultural Group, replacing its former Discover South Kensington public-facing brand with South Ken Culture Quarter. The work included naming, purpose, proposition, brand identity, campaign, digital, wayfinding and signage. Its proposition, “Curious since 1851,” connects the district’s Great Exhibition legacy to its scientific and cultural institutions. The identity uses directional arrows that rotate, flip and reconfigure, deep garnet red drawn from the Crystal Palace interiors, and a quarter-like framing device for imagery.