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.