Islington Square’s original brand focused on residential sales. Today, it has established itself as a new London retail destination, bringing energy and life to Islington. The rebrand captures this transformation, celebrating a vibrant destination through a new place brand.
The Brief
Islington Square’s original brand had reached a pivotal moment in its evolution. As an established destination, it no longer needed to focus on residential sales. A transition from a property-led brand to one that champions place and experience was needed. One that would speak to a wider audience, showcasing the vibrant lifestyle and cultural experiences that define Islington Square.
The Solution
Evolving from a brand focused on residential sales to a destination brand, the new identity celebrates Islington Square’s dynamic spirit. The brand centres on the vibrant experiences found throughout its Boulevard and Arcades. Through bold brand graphics, colours, and expressive motion design, we have created an identity that positions Islington Square as the beating heart of the neighbourhood.
Client
- Cain International
Industry
The new brand features the site’s distinctive arches — a bold motif that transitions seamlessly from 2D graphics to 3D animations throughout the identity.
Event specific graphics were designed as part of the Islington Square’s promotional campaign, creating an ever-changing yet recognisable brand.
The site’s iconic double arches located on Upper Street, creating a grand entrance to London’s new retail destination.
Bespoke letterforms featuring the arch shape were integrated into the brand’s logotype and signage.
A series of activities and events with a focus on community, culture, and creativity were curated as part of Islington Square’s placemaking strategy.
