Together, which is itself based in Fitzrovia, worked on the brand development in conjunction with retailer Minotti London and led workshops involving the Fitzrovia Now constituents.
The consultancy has developed a key motif for the identity, with concentric rings which reference Fitzrovia’s central location. The accompanying graphic device is influenced by the maze-like street pattern of Fitzrovia.
Emily Penny, brand planner at Together, says, ‘The richness of Fitzrovia comes from the wonderful bohemian history that sits alongside cutting-edge showrooms and galleries. There’s a real focus on quality and design here and a sense of community too, but it’s often only visited by Londonders in the know.’
She adds, ‘We’ve created the Fitzrovia Now brand to celebrate this unassuming but characterful corner of London. The branding refelcts the participants’ sense of style and energy and we hope it will help open up the area to some new audiences.’
Magnus Englund, managing director of Fitzrovia Now member Skandium, says, ‘The key is the perfect symbol for unlocking Fitzrovia; an area that is so central yet so unknown.’
Togther has created the name, identity and promotional materials for Fitzrovia Now, including a map, flyer, web-page and point of sale signage.
The identity is set to launch at the Fitzrovia Now & Then event, which will be held at Together’s studio on 21 September as part of the London Design Festival.