In their own words
We wanted to keep the identity pretty simple, using just a few elements that individually work hard.
Close cropping the photography was a smart way to help the new brand own imagery, especially when budgets didn’t allow for big shoots.
Purple has this magical, mystical spirit, which fits well with the idea of escapism and cuts through a lot of the other brands in the sector.
The idea is each character shape is based on one of the many different spaces across the three buildings.
Some colours are inspired by the original uses of the buildings, whilst others are inspired by the types of tenants who might use the spaces in the future.
We wanted to hit the right balance of personality in the identity.
We wanted the other letters to be squared to create a contrast and reflect their body shapes.
Articles & interviews2
- Anagram designs playful Out of Office identity inspired by comic typography
London-based studio Anagram created a playful brand identity for Out of Office, a series of coworking spaces by Melia Hotels. Drawing inspiration from comic book typography, the identity uses Klim’s Söhne typeface, bold purple tones, and dynamic motion to convey a sense of escapism and fun. The design balances simplicity with expressive visual energy, aligning with the brand’s theme of freedom from the conventional workplace.
- Anagram creates flexible, history-led Hoxton Campus identity
London studio Anagram created a warm, flexible identity for Hoxton Campus, a London workspace intended to accommodate businesses of different sizes. Drawing on the distinct histories of the campus's three buildings, the system uses expressive typographic characters, fluid geometric forms and a fragmented palette. The identity pairs Colophon Foundry's Value Serif with a customised Maax Regular wordmark by 205TF.