White City Place by dn&co.
Branding agency dn&co announces today the brand for White City Place, the new creative business district at the centre of the reinvention of London’s White City.
Built on the idea of 'Networked for Creative Thought', the brand celebrates White City Place as the crucible for creative ideas – a hub where transport, social, brain and technical networks come together to provide modern businesses with the inspiration to thrive.
White City Place, the house of the former BBC Media Village site, is being developed by Stanhope and its funding partners Mitsui Fudosan and AIMCo, and is at the heart of an £8 billion 15-year regeneration of the wider White City area as a centre of activity, creativity and academia in west London.
Joy Nazzari, founder of dn&co says: “To remain at the forefront of industry today, businesses must invest in innovation and creativity. Yet, creative thought rarely happens in isolation – it’s the result of knowledge, experience, inspiration, access and people collaborating. We want to create a place where all these things genuinely come together.
With fast transport links, a strong and inspiring social network, a world-class educational and business community, and robust technical network to amplify success, White City Place is a unique cluster for London. We wanted to capture that spirit in a brand that is dynamic, flexible, and builds on the ideas of networks to put White City Place on the map as the leading creative business district in London. The networked brand concept goes beyond marketing – it is the foundation for what White City Place will become known for, namely its acts and deeds, for building a place is more than just saying what you’re about, it’s showing what you’re about.”
Patrick Eley, Creative Director of dn&co says: “This is a kinetic brand identity — it moves and expands into patterns that express the fluid nature and power of networks. As different paths cross they merge and shift to form something new, exponential and limitless in ability to morph in scale and colour.
Reflecting the diverse mix of people and businesses that make up the area, the colour scheme takes a cue from the way ‘white’ light can be broken down into a spectrum. Using a blend of colours reinforces the dynamic nature of White City and echoes the huge changes that are already underway”.
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