SomeOne brands new west london business development
Consultancy SomeOne has branded new west London business development 10 Hammersmith Grove.
The 84,000m2 development spans two new buildings, comprising office space, two restaurants and a large public realm area.
SomeOne says it was appointed by developer Development Securities in May and tasked with creating an adaptive brand.
‘We’re branding an area as well as a building, so rather then create a logocentric environment, we’ve created something that can adjust according to demands,’ says SomeOne co-founder Simon Manchipp.
Using the form of the building exterior, a headline typeface has been created which will also inform a series of pattern applications throughout the buildings.
A brochure has been designed by SomeOne designer Shaun Turnbull using a ‘scanimation’ technique on the cover ‘where the number ten not only animates, but cycles through a spectrum of colours as the brochure is removed from a clear plastic sleeve, to reflect the adaptive qualities of the architecture,’ Manchipp says.
The brand will also be applied to marketing materials, a website, hoardings and internal signage.
10 Hammersmith Grove is expected to be complete in 2013 and the brand will begin to roll out next week.