One New Change is known primarily as a retail destination but it is also home to a significant amount of office space. With the current brand targeting the retail market, Landsec asked us to help evolve the positioning to help market the commercial element.
The brand identity is based on the current logo and is made to reflect the architecture: distinct cuts, angles, and window reflections. It can become a flexible device whereby imagery and typography interact with the line structure, creating an iconic and memorable identity for ONC.
Overlooking the historic splendour of St Paul’s Cathedral and Churchyard, One New Change comprises five floors of high-spec office space, together with a rooftop terrace and a variety of retail and dining options right on your doorstep. With this as our starting point we came up with ‘A workplace like no other’ and then used the visual identity to demonstrate all the unique aspects.
The brand was applied across a marketing floor, guiding visitors through the unique aspects of the space. Window vinyls and hoarding were also created to help promote available spaces.