Challenge

To create a distinctive identity for a collection of luxury apartments in the heart of St James’s, one of London’s most prestigious and historic districts. The brand needed to capture the unique character of the development while respecting the heritage, craftsmanship and timeless elegance associated with Jermyn Street.

Solution

I developed a unique brand identity inspired by the rich shirtmaking heritage of Jermyn Street. Traditional pinstripe fabrics were used to distinguish the one, two and three-bedroom apartments, while a bespoke shirt-label inspired graphic identity brought personality and authenticity to the marketing materials. The result was a refined and distinctive campaign that celebrated the development’s heritage, appealed to the sophisticated St James’s audience and helped secure the rental of all apartments at premium rates for the area.

Client: The Crown Estate | Agency: Agenda Design | Role: Senior Designer