Visual identity and marketing collateral for a 1960s modernist office block, given a thoughtful second life by new owners and interior studio YOUTH, adding to their vision with a visual identity that expresses the flexible rhythms of modern life, and the pursuit of balance.

At the core of the system is a dynamic ‘AH’ device, expressing the constant push and pull of a balanced lifestyle. Its intersecting paths create defined spaces for information, communication, and messaging.

The wider visual language is confident, minimal, and purposeful, distilling the building’s modernist past into something more contemporary and meaningful than a modernist facsimile.

The restrained palette of white, oyster, and black allows the building’s rich materiality – original and new – to come to the fore.

Designed as a long-term toolkit, the identity ensures that beyond launch and first-phase leasing, the brand lives seamlessly within the building’s everyday environment.

Signage, wayfinding, and a full set of sales and lettings collateral were developed to support the marketing and leasing activity.