ABOUT

wells&more, a long-established GPE asset in the heart of Fitzrovia, sits on the corner of Wells Street and Mortimer Street. When two floors became available, the building re-entered a market crowded with high-spec new builds and needed a bold refresh to stand out.

We rebranded wells&more, elevating its identity to reflect a revitalised offer, the prime location and the abundance of everything modern occupiers could want.

A full refurbishment from Conran and Partners reimagined the arrival experience and amenities, while the space was repositioned as flexible, future-ready, and full of potential.

wells&more combines its internal upgrades with unbeatable access to London’s best dining, retail, culture, and transport. The new brand reflects this sophistication and variety through a complementary colour palette, observational photography, pared-back modernist typography, and a plentiful tone of voice that integrates seamlessly with the logo — all working together to express variety, quality, and flexibility.

The minimal and impactful execution, paired with playful writing techniques, brings the offer’s abundance and flexibility to life across every touchpoint — from outdoor media, presentations and digital assets to invites, events and on-floor marketing.

Creating a brand that quickly communicates the quality and positioning of the offer was essential for wells&more to stand out in a crowded market. Within a month of launch, GPE received offers on both available floors.

By integrating the logo into the typography and embedding the idea of “more” into the messaging, we created a flexible system that reinforces the offer at every opportunity.