B&P to brand South Bank complex

Bostock and Pollitt has been appointed to brand the 5ha More London development on the South Bank of the Thames, currently London’s largest commercial property scheme.

The brief includes an identity, website, literature and signage, as well as an exhibition concept for the MIPIN int

ernational property exhibition in Cannes in March.

According to Bostock and Pollitt managing director David Chapple, the aim of the work is ‘profile raising’ and will involve a departure from the way that property is usually marketed.

‘The property industry’s [graphic design] is traditionally quite dull, with big glossy photos, CGI imagery and hard-bound brochures. We’re bringing in a fresh look-and-feel,’ he says.

‘The South Bank location is a key differentiator and we’ll probably try to imply that artistic link in some sense, though it’s hard to say how overt that will be.

‘When you look at where it is and its scale, this development is as important as Broadgate. However, it needs to be less faceless, not so Canary Wharf-corporate in style.’

Designed by architect Foster and Partners, More London will eventually provide 27ha of office, retail and leisure space next door to the GLA’s City Hall.

Both Ernst & Young and Hewitt, Bacon and Woodrow are relocating there this summer.