The Brand Identity

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DutchScot elegantly revamp the digital presence of London residential development Centre Point

Having thrived over a decade-long working relationship, beginning with branding and marketing work, London-based design studio DutchScot and property developer Almacantar have collaborated once again for the identity refresh and digital repositioning of residential development Centre Point.

“For the original brand, we collaborated with Eley Kishimoto on a range of patterns inspired by the architecture and Pop Art of the 60s,” Creative Partner at DutchScot Alex Swatridge recalls, “the patterns became the DNA of the brand,” having been applied across all marketing material, a building wrap and even a capsule fashion collection of Anglepoise lamps. Looking to further capture Centre Point’s spirit, Almacantar asked DutchScot to go against the grain for the marketing of the property, whilst maintaining elevated and luxurious sensibilities. 

“For the website, the brief was to create a website that didn’t feel like a ‘property’ site,” Swatridge explains, “and in fact felt more like a luxury hotel,” with the primary intention to make the apartment information as easy and accessible as possible. Matching the contrasts innate to the building’s architecture, however, the site also features fun typographic experimentation, including a typographic map of the sites, streets and neighbourhoods across London. The outcome is a slick website that perfectly balances captivating photography with typographic expertise and informational accessibility – all achieved whilst championing the referential yet striking identity itself.

Similarly, Sabon, the supporting serif typeface found across the identity, compliments the contrasts found in the building. “Sabon is a typeface from the 60s which again felt particularly apt,” Swatridge explains, providing a historical and contextual grounding to the contemporary, sentimental brand. Centre Point’s logo is also intrinsically bound to the building itself, with a bespoke typeface drawn to resemble the Optima-inspired lettering that emblazons the building’s exterior – the physical lettering of which was auctioned for charity after being individually customised by a collection of artists.

Typeface: Sabon by Linotype

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