Working in close partnership with British Land, we’ve created a new brand identity for Regent’s Place, a pioneering destination in the centre of London with a deep sense of responsible urbanism. Through sustainable architecture, thoughtful green spaces, and deep community connections, it’s a place where big ideas take shape and bright futures shine.

To define the authentic spirit of Regent’s Place, we embarked on a 10-week insight journey. We engaged over 40 people across the business and collated inputs from London’s Knowledge Quarter, key industry and local community leaders. We positioned Regent’s Place as a pioneering destination where people and planet rise. A big ambition that lays the foundation for the next decade as the neighbourhood evolves and changes to reflect this human-centred mission.

The identity reflects the unique advantages of Regent’s Place by highlighting its location at the intersection of three iconic districts: the Knowledge Quarter, Camden, and the West End. A compelling mix that brings together arts and science, research and creativity. The three districts combine to make the ‘R’ symbol, which is used as a window to Regent’s Place and the community. Designed to be transparent and almost disappear.

The symbol, which is supported by a beautifully crafted wordmark, plays a central role in the identity and is consistently used to express the brand’s ethos. It allows the framing of different perspectives and provides a canvas for the community’s vision and creativity. Each application becomes a space to tell a story.

The natural environment influences every aspect of design and behaviour. Softness is used with confidence: organic lines and natural colours allow for a more calming experience. Clarity is created through creating an editorial visual language which is carefully considered on digital experiences and printed surfaces such as hoardings and signage systems.