Oxford Properties, which owns the park, appointed Further in a five-way pitch according to the consultancy’s creative director James Beveridge who is leading an integrated team.
Beveridge says the incumbent brand focuses solely on the property ‘rather then other benefits such as the environment an the amenities.’
Green Park, which employs around 5500 people, was master-planned by architects Foster + Partners, which also designed the first of its buildings.
The outgoing brand was designed by Wordsearch and the inaugural brand by The Partners.
Further will look to ‘unify all of Green park’s content’ and help people ‘understand the benefits of working there,’ say Beveridge.
Brand positioning, identity design, wayfinding signage, website design, marketing literature, advertising and events will all be addressed.