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.
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 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.
Campbell Hay developed a refreshed brand identity for architecture and interior design studio Basha-Franklin, focusing on a balance between vibrancy and restraint. The project combines expressive colour, concise copy, and a dual-typeface system to reflect the studio’s warm, immersive approach. The result is a flexible identity that adapts across digital and physical touchpoints.
London-based studio Campbell Hay developed a flexible brand identity for The Sans, a refurbished modernist office building originally built in 1962. Drawing inspiration from the building’s architecture and materials, the identity features a custom grid, bespoke lettering, and a minimal palette derived from the structure’s exterior. The project balances modernist principles with contemporary design sensibilities, using Monument Grotesk to echo the building’s raw yet refined aesthetic.
Campbell Hay developed a refined new identity for Islington Design District ahead of the 2021 London Design Festival. The rebrand uses elegant line-based forms, Neue Haas Grotesk and Panama typefaces, and a distinctive purple palette to celebrate creativity and reconnection within the district. The project positions Islington as a leading creative hub while maintaining flexibility for future iterations.
This interview from The Brand Identity’s 'The Designers' series features Wai Ming Ng, Design Lead at London-based studio Campbell Hay. Ng discusses his international career across The Netherlands, Hong Kong, and London, his approach to design and photography, and his experiences working within Campbell Hay’s collaborative environment. The conversation explores his design ethos, influences, and reflections on working during lockdown.
The Brand Identity features Campbell Hay’s branding for Batera, a pintxos bar at London’s Borough Market inspired by the convivial spirit of San Sebastián. The studio developed the name, visual identity, and interior design, using warm materials and a condensed logotype to evoke togetherness. Typography, illustration, and bespoke signage reinforce the lively Basque atmosphere.