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Identity for a mixed-use development on the banks of Limehouse Cut.

We’ve created the branding for The Exchange, a large development right on the banks of the historic Limehouse Cut, a canal that links to the River Thames via Limehouse Basin.

The challenge with this project was to create an aesthetic which reflects and represents the emotive factors of waterside living twinned with the urban chic of being in East London, yet within a stone’s throw of London’s financial district at Canary Wharf.

Taking our marque for the development we deconstructed it to its simplest “x” form in order to highlight the coexistence between the bird life that inhabits the waterway and the new development—a demarcation in the brand’s visual messaging. It is hoped the purposeful green spaces within the Exchange development will further balance its harmony with nature.

The social media response to the graphic treatment has been impressive, with 25k+ likes over the course of a handful of appearances, most of which have been reposts by third parties. The overall reach on our launch activity was the equivalent live audience for a headline act at Glastonbury, so it was a successful result (and a new approach) for out clients, helping to lead them into new territories.