300Million createsidentity for SoCo

300million has created the name and brand identity for SoCo, a £40m development scheme to regenerate a site in Edinburgh’s Old Town, which was razed by fire in 2002. The name is a contraction of Southgate Bridge and Cowgate, where the site is located. The consultancy appointed copywriter Mike Reed to develop the promotional material for the development, which will launch in June. The regeneration is being handled by Whiteburn Projects.