27 Throgmorton Street, City of London

Project info / Insight:
27 Throgmorton Street is a boutique workplace set within a Grade II listed building steeped in history, owned by the Worshipful Company of Drapers’. Located minutes away from the Bank of England in the heart of the City of London’s financial district, it’s a highly desirable location for most city workers. Each floor offers a bespoke environment; no two are the same, creating a space that feels more like a boutique hotel than a traditional office, defined by its attention to detail and quality.

Challenge / Idea:
Develop a distinctive brand identity that captures the building’s heritage and modern sophistication.

Design / Results:
To capture this balance, one of the ways I did this was by combining a classic serif typeface, which perfectly matched the intricate details on the building. I balanced this with a clean, modern sans-serif, reflecting the interplay between past and present. I created a colour palette balanced with rich, understated historical colours such as teal and gold, usually associated with royalty and premium spaces, then offset these with fresher, brighter tones to hint at a more modern future.

Taking inspiration from the intricate details within the building, I picked up on the beautiful motif presented on the decorative wrought-iron stair screen and turned it into an illustrated motif. This became part of the logo and appeared across different elements of the branding and marketing. What made this symbol even more meaningful was the fact that the staircase it came from was hidden, and even the architects didn’t know about it until it was discovered much later. Having the motif associated with this detail created a strong and compelling story.

The art direction for the photography beautifully captures the building’s architectural contrast, from ornate period features to sleek contemporary finishes. Combining the brand identity with the photography, I designed the following marketing collateral: brochure, website (including interactive elements), roller banners presented on each floor, and personalised event invitations. All of this helped present the building in the best possible light to potential tenants and capture bespoke nature of each office floor.

As a result, Silver&Co, the architects and interior designers, were very happy with the work they had carried out on the building and wanted to celebrate this achievement by hosting a launch party. Past, present, and future clients were sent personalised printed invitations to attend. The event included a guided tour of the building, highlighting the work undertaken, and concluded with a private tour of Drapers’ Hall next door.