DixonBaxi creates Storey, a new brand that adapts to the future of work.

Working in close partnership with British Land, DixonBaxi undertook a 6 month strategic and creative development to name Storey, and launch the brand identity and service experience. Created with a challenger mindset to shape workspaces to reflect a company’s size, style, and culture. Providing space and service for businesses to adapt and thrive.

DixonBaxi creates Storey, a new brand that adapts to the future of work.

Working in close partnership with British Land, DixonBaxi undertook a 6 month strategic and creative development to name Storey, and launch the brand identity and service experience. Created with a challenger mindset to shape workspaces to reflect a company’s size, style, and culture. Providing space and service for businesses to adapt and thrive.

British Land - 00 - Header + Text

DixonBaxi creates Storey, a new brand that adapts to the future of work.

Working in close partnership with British Land, DixonBaxi undertook a 6 month strategic and creative development to name Storey, and launch the brand identity and service experience. Created with a challenger mindset to shape workspaces to reflect a company’s size, style, and culture. Providing space and service for businesses to adapt and thrive.

DixonBaxi creates Storey, a new brand that adapts to the future of work.

Working in close partnership with British Land, DixonBaxi undertook a 6 month strategic and creative development to name Storey, and launch the brand identity and service experience. Created with a challenger mindset to shape workspaces to reflect a company’s size, style, and culture. Providing space and service for businesses to adapt and thrive.

British Land - 00 - Header + Text
British Land - 00 - Header + Text
British Land - 00 - Header + Text
British Land - 00 - Header + Text
British Land - 00 - Header + Text
British Land - 00 - Header + Text
British Land - 00 - Header + Text
British Land - 00 - Header + Text
British Land - 00 - Header + Text
British Land - 00 - Header + Text
British Land - 00 - Header + Text
British Land - 00 - Header + Text
British Land - 00 - Header + Text

British Land - 00 - Single Image (full)

British Land - 00 - Single Image (full)
British Land - 00 - Single Image (full)
British Land - 00 - Single Image (full)
British Land - 00 - Single Image (full)
British Land - 00 - Single Image (full)
British Land - 00 - Single Image (full)
British Land - 00 - Single Image (full)
British Land - 00 - Single Image (full)
British Land - 00 - Single Image (full)
British Land - 00 - Single Image (full)
British Land - 00 - Single Image (full)
British Land - 00 - Single Image (full)
British Land - 00 - Single Image (full)

British Land - 00 - Looping Video (full)

British Land - 00 - Looping Video (full)
British Land - 00 - Looping Video (full)
British Land - 00 - Looping Video (full)
British Land - 00 - Looping Video (full)
British Land - 00 - Looping Video (full)
British Land - 00 - Looping Video (full)
British Land - 00 - Looping Video (full)
British Land - 00 - Looping Video (full)
British Land - 00 - Looping Video (full)
British Land - 00 - Looping Video (full)
British Land - 00 - Looping Video (full)
British Land - 00 - Looping Video (full)
British Land - 00 - Looping Video (full)

Premium flexible working that adapts to every business.

From the outset, there was an ambition to flip convention – moving from landlord and tenant, jargon and complexity to a service experience built on partnership, simplicity and transparency. Through a series of rapid weekly creative sprints we explored themes of hyper-personalisation, simplicity, modularity and ambition.

Premium flexible working that adapts to every business.

From the outset, there was an ambition to flip convention – moving from landlord and tenant, jargon and complexity to a service experience built on partnership, simplicity and transparency. Through a series of rapid weekly creative sprints we explored themes of hyper-personalisation, simplicity, modularity and ambition.

British Land - 01 - Header + Text

Premium flexible working that adapts to every business.

From the outset, there was an ambition to flip convention – moving from landlord and tenant, jargon and complexity to a service experience built on partnership, simplicity and transparency. Through a series of rapid weekly creative sprints we explored themes of hyper-personalisation, simplicity, modularity and ambition.

Premium flexible working that adapts to every business.

From the outset, there was an ambition to flip convention – moving from landlord and tenant, jargon and complexity to a service experience built on partnership, simplicity and transparency. Through a series of rapid weekly creative sprints we explored themes of hyper-personalisation, simplicity, modularity and ambition.

British Land - 01 - Header + Text
British Land - 01 - Header + Text
British Land - 01 - Header + Text
British Land - 01 - Header + Text
British Land - 01 - Header + Text
British Land - 01 - Header + Text
British Land - 01 - Header + Text
British Land - 01 - Header + Text
British Land - 01 - Header + Text
British Land - 01 - Header + Text
British Land - 01 - Header + Text
British Land - 01 - Header + Text
British Land - 01 - Header + Text

British Land - 01 - Single Image (1 of 2)

British Land - 01 - Single Image (1 of 2)
British Land - 01 - Single Image (1 of 2)
British Land - 01 - Single Image (1 of 2)
British Land - 01 - Single Image (1 of 2)
British Land - 01 - Single Image (1 of 2)
British Land - 01 - Single Image (1 of 2)
British Land - 01 - Single Image (1 of 2)
British Land - 01 - Single Image (1 of 2)
British Land - 01 - Single Image (1 of 2)
British Land - 01 - Single Image (1 of 2)
British Land - 01 - Single Image (1 of 2)
British Land - 01 - Single Image (1 of 2)
British Land - 01 - Single Image (1 of 2)

British Land - 01 - Single Image (2 of 2)

British Land - 01 - Single Image (2 of 2)
British Land - 01 - Single Image (2 of 2)
British Land - 01 - Single Image (2 of 2)
British Land - 01 - Single Image (2 of 2)
British Land - 01 - Single Image (2 of 2)
British Land - 01 - Single Image (2 of 2)
British Land - 01 - Single Image (2 of 2)
British Land - 01 - Single Image (2 of 2)
British Land - 01 - Single Image (2 of 2)
British Land - 01 - Single Image (2 of 2)
British Land - 01 - Single Image (2 of 2)
British Land - 01 - Single Image (2 of 2)
British Land - 01 - Single Image (2 of 2)

New name. Bold ambition.

We developed the new name – Storey – with it’s double meaning – to capture the focus of the brand and service. More than a building – it’s about the people and businesses inside. Supporting and amplifying their culture, productivity and work – ultimately helping tell their story. The Storey symbol uses two overlapping shapes as a simple expression of partnership, of working together.

New name. Bold ambition.

We developed the new name – Storey – with it’s double meaning – to capture the focus of the brand and service. More than a building – it’s about the people and businesses inside. Supporting and amplifying their culture, productivity and work – ultimately helping tell their story. The Storey symbol uses two overlapping shapes as a simple expression of partnership, of working together.

British Land - 02 - Header + Text

New name. Bold ambition.

We developed the new name – Storey – with it’s double meaning – to capture the focus of the brand and service. More than a building – it’s about the people and businesses inside. Supporting and amplifying their culture, productivity and work – ultimately helping tell their story. The Storey symbol uses two overlapping shapes as a simple expression of partnership, of working together.

New name. Bold ambition.

We developed the new name – Storey – with it’s double meaning – to capture the focus of the brand and service. More than a building – it’s about the people and businesses inside. Supporting and amplifying their culture, productivity and work – ultimately helping tell their story. The Storey symbol uses two overlapping shapes as a simple expression of partnership, of working together.

British Land - 02 - Header + Text
British Land - 02 - Header + Text
British Land - 02 - Header + Text
British Land - 02 - Header + Text
British Land - 02 - Header + Text
British Land - 02 - Header + Text
British Land - 02 - Header + Text
British Land - 02 - Header + Text
British Land - 02 - Header + Text
British Land - 02 - Header + Text
British Land - 02 - Header + Text
British Land - 02 - Header + Text
British Land - 02 - Header + Text

British Land - 02 - Single Image

British Land - 02 - Single Image
British Land - 02 - Single Image
British Land - 02 - Single Image
British Land - 02 - Single Image
British Land - 02 - Single Image
British Land - 02 - Single Image
British Land - 02 - Single Image
British Land - 02 - Single Image
British Land - 02 - Single Image
British Land - 02 - Single Image
British Land - 02 - Single Image
British Land - 02 - Single Image
British Land - 02 - Single Image

Modular flexibility inspired by each building.

We took the floorplan of each of the Storey buildings to create a series of unique shapes that were further simplified to create a design system made from a family of interchangeable elements – from colour and pattern to materials and photography – that allow the brand to communicate modularity and personalisation and be flexible for years to come.

Modular flexibility inspired by each building.

We took the floorplan of each of the Storey buildings to create a series of unique shapes that were further simplified to create a design system made from a family of interchangeable elements – from colour and pattern to materials and photography – that allow the brand to communicate modularity and personalisation and be flexible for years to come.

British Land - 03 - Header + Text

Modular flexibility inspired by each building.

We took the floorplan of each of the Storey buildings to create a series of unique shapes that were further simplified to create a design system made from a family of interchangeable elements – from colour and pattern to materials and photography – that allow the brand to communicate modularity and personalisation and be flexible for years to come.

Modular flexibility inspired by each building.

We took the floorplan of each of the Storey buildings to create a series of unique shapes that were further simplified to create a design system made from a family of interchangeable elements – from colour and pattern to materials and photography – that allow the brand to communicate modularity and personalisation and be flexible for years to come.

British Land - 03 - Header + Text
British Land - 03 - Header + Text
British Land - 03 - Header + Text
British Land - 03 - Header + Text
British Land - 03 - Header + Text
British Land - 03 - Header + Text
British Land - 03 - Header + Text
British Land - 03 - Header + Text
British Land - 03 - Header + Text
British Land - 03 - Header + Text
British Land - 03 - Header + Text
British Land - 03 - Header + Text
British Land - 03 - Header + Text

British Land - 03 - Single Image (1 of 2)

British Land - 03 - Single Image (1 of 2)
British Land - 03 - Single Image (1 of 2)
British Land - 03 - Single Image (1 of 2)
British Land - 03 - Single Image (1 of 2)
British Land - 03 - Single Image (1 of 2)
British Land - 03 - Single Image (1 of 2)
British Land - 03 - Single Image (1 of 2)
British Land - 03 - Single Image (1 of 2)
British Land - 03 - Single Image (1 of 2)
British Land - 03 - Single Image (1 of 2)
British Land - 03 - Single Image (1 of 2)
British Land - 03 - Single Image (1 of 2)
British Land - 03 - Single Image (1 of 2)

British Land - 03 - Looping Video

British Land - 03 - Looping Video
British Land - 03 - Looping Video
British Land - 03 - Looping Video
British Land - 03 - Looping Video
British Land - 03 - Looping Video
British Land - 03 - Looping Video
British Land - 03 - Looping Video
British Land - 03 - Looping Video
British Land - 03 - Looping Video
British Land - 03 - Looping Video
British Land - 03 - Looping Video
British Land - 03 - Looping Video
British Land - 03 - Looping Video

British Land - 03 - X2 Grid (1 of 2)

British Land - 03 - X2 Grid (1 of 2)
British Land - 03 - X2 Grid (1 of 2)
British Land - 03 - X2 Grid (1 of 2)
British Land - 03 - X2 Grid (1 of 2)
British Land - 03 - X2 Grid (1 of 2)
British Land - 03 - X2 Grid (1 of 2)
British Land - 03 - X2 Grid (1 of 2)
British Land - 03 - X2 Grid (1 of 2)
British Land - 03 - X2 Grid (1 of 2)
British Land - 03 - X2 Grid (1 of 2)
British Land - 03 - X2 Grid (1 of 2)
British Land - 03 - X2 Grid (1 of 2)
British Land - 03 - X2 Grid (1 of 2)

British Land - 03 - X2 Grid (2 of 2)

British Land - 03 - X2 Grid (2 of 2)
British Land - 03 - X2 Grid (2 of 2)
British Land - 03 - X2 Grid (2 of 2)
British Land - 03 - X2 Grid (2 of 2)
British Land - 03 - X2 Grid (2 of 2)
British Land - 03 - X2 Grid (2 of 2)
British Land - 03 - X2 Grid (2 of 2)
British Land - 03 - X2 Grid (2 of 2)
British Land - 03 - X2 Grid (2 of 2)
British Land - 03 - X2 Grid (2 of 2)
British Land - 03 - X2 Grid (2 of 2)
British Land - 03 - X2 Grid (2 of 2)
British Land - 03 - X2 Grid (2 of 2)

British Land - 03 - Single Image (2 of 2)

British Land - 03 - Single Image (2 of 2)
British Land - 03 - Single Image (2 of 2)
British Land - 03 - Single Image (2 of 2)
British Land - 03 - Single Image (2 of 2)
British Land - 03 - Single Image (2 of 2)
British Land - 03 - Single Image (2 of 2)
British Land - 03 - Single Image (2 of 2)
British Land - 03 - Single Image (2 of 2)
British Land - 03 - Single Image (2 of 2)
British Land - 03 - Single Image (2 of 2)
British Land - 03 - Single Image (2 of 2)
British Land - 03 - Single Image (2 of 2)
British Land - 03 - Single Image (2 of 2)

Every Storey space feel stylish, considered and curated.

From signage systems and materials to fabrics and films we developed a complete framework for the brand and service to scale across high-profile developments in London.

Every Storey space feel stylish, considered and curated.

From signage systems and materials to fabrics and films we developed a complete framework for the brand and service to scale across high-profile developments in London.

British Land - 04 - Header + Text

Every Storey space feel stylish, considered and curated.

From signage systems and materials to fabrics and films we developed a complete framework for the brand and service to scale across high-profile developments in London.

Every Storey space feel stylish, considered and curated.

From signage systems and materials to fabrics and films we developed a complete framework for the brand and service to scale across high-profile developments in London.

British Land - 04 - Header + Text
British Land - 04 - Header + Text
British Land - 04 - Header + Text
British Land - 04 - Header + Text
British Land - 04 - Header + Text
British Land - 04 - Header + Text
British Land - 04 - Header + Text
British Land - 04 - Header + Text
British Land - 04 - Header + Text
British Land - 04 - Header + Text
British Land - 04 - Header + Text
British Land - 04 - Header + Text
British Land - 04 - Header + Text

British Land - 04 - Looping Video

British Land - 04 - Looping Video
British Land - 04 - Looping Video
British Land - 04 - Looping Video
British Land - 04 - Looping Video
British Land - 04 - Looping Video
British Land - 04 - Looping Video
British Land - 04 - Looping Video
British Land - 04 - Looping Video
British Land - 04 - Looping Video
British Land - 04 - Looping Video
British Land - 04 - Looping Video
British Land - 04 - Looping Video
British Land - 04 - Looping Video

British Land - 04 - Single Image

British Land - 04 - Single Image
British Land - 04 - Single Image
British Land - 04 - Single Image
British Land - 04 - Single Image
British Land - 04 - Single Image
British Land - 04 - Single Image
British Land - 04 - Single Image
British Land - 04 - Single Image
British Land - 04 - Single Image
British Land - 04 - Single Image
British Land - 04 - Single Image
British Land - 04 - Single Image
British Land - 04 - Single Image

Storey has seen a 200% increase in lettings.

Storey has seen a 200% increase in lettings.

British Land - 05 - Header + Text

Storey has seen a 200% increase in lettings.

Storey has seen a 200% increase in lettings.

British Land - 05 - Header + Text
British Land - 05 - Header + Text
British Land - 05 - Header + Text
British Land - 05 - Header + Text
British Land - 05 - Header + Text
British Land - 05 - Header + Text
British Land - 05 - Header + Text
British Land - 05 - Header + Text
British Land - 05 - Header + Text
British Land - 05 - Header + Text
British Land - 05 - Header + Text
British Land - 05 - Header + Text
British Land - 05 - Header + Text

British Land - 05 - Single Image

British Land - 05 - Single Image
British Land - 05 - Single Image
British Land - 05 - Single Image
British Land - 05 - Single Image
British Land - 05 - Single Image
British Land - 05 - Single Image
British Land - 05 - Single Image
British Land - 05 - Single Image
British Land - 05 - Single Image
British Land - 05 - Single Image
British Land - 05 - Single Image
British Land - 05 - Single Image
British Land - 05 - Single Image

British Land - 06 - Quote

British Land - 06 - Quote
British Land - 06 - Quote
British Land - 06 - Quote
British Land - 06 - Quote
British Land - 06 - Quote
British Land - 06 - Quote
British Land - 06 - Quote
British Land - 06 - Quote
British Land - 06 - Quote
British Land - 06 - Quote
British Land - 06 - Quote
British Land - 06 - Quote
‘We chose DixonBaxi for their cross-category expertise and bold, intelligent approach. They are the ideal partners.’

Katie Mansfield, Marketing Director, British Land

‘We chose DixonBaxi for their cross-category expertise and bold, intelligent approach. They are the ideal partners.’

Katie Mansfield, Marketing Director, British Land

British Land - 06 - Quote

Bringing financial freedom to the unbanked of the Philippines.

We partnered with Tyme Bank to launch GoTyme, a new digital bank in the Philippines. We created a brand and digital experience with an authentic and empathetic perspective on the banking industry; a familiar voice in a world full of ones and zeros.

Understanding banking
in the Philippines.

The financial power imbalance in the Filipino market drastically favours banks. Real and perceived barriers to entry lead many of the unbanked to feel that financial freedom is unattainable.

“I want to make sure I have a stable and upwards trajectory in my career.”

“I want to provide for my family and our day-to-day needs.”

“It would be good to have easy
access to my bank.”

We saw the opportunity to create a customer-centric banking experience. One that empowered users, helping them do exactly what they want with their money. A service that values people over their account balance.

Potential Unlocked: banking with transparency and empathy.

We developed a set of creative principles to ensure the design and digital identity build access and understanding into every application. The result is a surprisingly human feel to a fearlessly future-focused take on banking. Potential Unlocked is the idea at the core of the system–a mission to reinvent banking and help people unlock their financial futures.

Small actions. Big results.

The brand’s visual language puts money in motion, illustrating the fact that GoTyme is here to help users unlock their potential by breaking big goals down into manageable steps. From additive motion behaviours to the tagline “It all adds up”, the brand communicates the power of small actions over time.

Your Steps
Your Potential

Forging the future of banking, together.

We worked closely with the Tyme Bank team, using creative shares and workshops to make sure the brand reinforced our strategic approach and would resonate with its Filipino audience. Internal design workshops throughout the project gave us space to reimagine familiar banking behaviours and develop unexpected, effective solutions.

Start at uncomfortable.

We start our creative journey at uncomfortable, to invent the new, to find the edges. The process will get us to just right. If we start at safe, it could take us to boring. And who wants their brand to be boring?

Prototyping and testing.

By building working prototypes, we were able to test how design decisions would facilitate the overall experience. As we developed the UI, we conducted usability testing to make sure the experience was intuitive and effective.

Round 1 - Low fidelity prototype

Round 2 - Brand colour application

Round 3 - UI development

Final product design

Powerful experiences that empower and educate.

The final experience puts financial control in the hands of the customer. From getting an account and card within five minutes, to setting up savings pots, we built access, understanding and empowerment into every moment.

Moments of delight and achievement.

Intuitive and full of wonder.

Each product interaction sparks delight, with motion behaviours that celebrate every success. The motion system and component library use the shapes of a debit card and a coin to create stunning patterns, with varied transparency and layering suggesting accumulation and momentum.

Delivering real world honesty.

The new tone of voice is human first and bank second, delivering information in a clear and positive way. It’s genuinely optimistic with a touch of local familiarity, standing out in a traditionally impersonal sector. The voice facilitates an open, transparent and honest financial perspective that helps make the product accessible to everyone.

Creating a better future for all.

The system sets the tone for a new kind of financial future, shaping a better way forward for us all. GoTyme's brand is equal parts innovation and human understanding, confidently building on the now to bring you what's next.

Digitally futureproofed.

We believe in giving our clients the tools they need to realise the vision we’ve created together. So we built a digitally-hosted brand platform and component library to house the GoTyme brand. Rather than a strict set of rules, the guidelines are meant to inspire the GoTyme business, their partners and the press with the story behind the brand, and empower future creatives with the resources they’ll need to create effective, on-brand assets.