In their own words
The original brand was focused on selling high-end, luxury apartments at Islington Square and it was a reflection of the lifestyle that comes with that.
The rebrand needed to be more approachable and accessible to a different, and in fact wider audience.
The 3D arches are ever-evolving. They are specifically designed to help promote on-site placemaking initiatives, and are different each time depending on the actual event.
We understand the brand, where it all started and where to move next.
The new place brand is tailored to the consumer and promotes Islington Square as a destination.
We wanted a brand that felt bespoke and dynamic to reflect the independent offering of Islington Square.
We wanted to create an identity that we could tone up or down when needed.
As with every project the biggest challenge is to understand and align with your client, to deliver work that truly represents them but is also true to your studio’s approach.
The most rewarding aspect is a client that is genuinely happy and grateful for the work that you have done together.
We were looking for a sans serif that reflects the modernist nature of the architecture itself and chose Monument Grotesk because of its unrefined and raw aesthetic.
Articles & interviews
- Campbell Hay Revamps Islington Square Brand for Wider Appeal
Campbell Hay rebranded Islington Square, a mixed-use development in London, to reflect its evolution from a residential sales focus to a vibrant retail and leisure destination. Drawing inspiration from the site's Edwardian arches, the studio created a flexible identity centered on an arch motif, supported by bespoke typography and adaptable 3D visuals. The result is an approachable, dynamic brand that connects the physical architecture with the area's diverse offerings.
- Campbell Hay Redesigns Islington Square Brand for Broader Appeal
Campbell Hay has created a new place brand for Islington Square, repositioning it from a residential-led development to a vibrant retail and cultural destination in London. The rebrand features bold motion graphics, dynamic 3D arches inspired by the site's Edwardian architecture, and an inviting tone of voice to attract visitors. The project reflects Campbell Hay’s long-term collaboration with the client and its evolution into a lifestyle-focused brand.
- A masterful duo of colour and copy define Campbell Hay’s considered identity for Basha-Franklin