The Ray

Nestled in the heart of one of London’s busiest creative neighbourhoods, The Ray is a new seven-storey development of office, studio and creative space on Farringdon Road. Wanting to channel this creative ethos into the brand, developers Viridis Real Estate granted us a welcome dose of creative freedom across both brand and web applications.

 - Steve Edge Design
 - Steve Edge Design

We began by exploring the architecture of the building. AHMM architects had constructed each floor to welcome natural light into the different studios and offices, creating spaces awash with stretches of sunlight throughout the day.

 
 - Steve Edge Design
 - Steve Edge Design

This emphasis on light, and particularly the idea of light and shade, formed the central inspiration for the brand. It underpinned our work across all applications, from brochures and business cards to hoarding, signage and a local area guide, which celebrated Farringdon’s many restaurants, bars, parks, gyms and cultural hotspots, highlighting why the neighbourhood is such a thriving place to base a business.

 

When it came to the website, we studied the architectural model of the building, and began to sketch out the types of shadows and light patterns that would form as a result of the building’s architecture. We then worked these sketches up into web designs, and applied them across the site.

The site was built with an emphasis on playfulness and interaction, bringing The Ray experience to life for users. During the launch, we supported the client throughout the process, sending out HTMLs and receiving great customer feedback as a result.

 
 
 - Steve Edge Design
 - Steve Edge Design