Edge Shoreditch, UK

Project info / Insight:
Appointed by J2, a leading property branding design agency, to create the visual identity for an exceptional new landmark building in Shoreditch. This world-class HQ, coming in 2028 will offer 485,000 sq ft of premium space with outstanding credentials. The development sits at the forefront of sustainability, integrating innovative and smart technologies, perfectly captured by the slogan ‘See the world differently’.

Challenge / Idea:
The visual identity needed to reflect the essence of the slogan while maintaining a clean, systematic design approach. All elements needed to give potential tenants a clear sense of the space and what truly makes Edge Shoreditch a one-of-a-kind development.

Design / Results:
I started by exploring how the slogan could be visually interpreted through design. Once I established what that looked like, I moved on to applying the same thinking to image treatments. With both elements defined, I was able to create a simple yet effective design system that demonstrated how the brand’s typefaces, colour palette, textures from within the building, and art direction all come together across the marketing materials for Edge Shoreditch.