DESIGN - INTERNATIONAL
Brand Identity (2020)
DESIGN - INTERNATIONAL (Brand Identity)
Brigade Court - Brigade Court
Property / Real Estate
|Product:||Property / Real Estate|
|Entrant Company:||Jack Renwick Studio|
|Creative Director:||Jack Renwick|
|Designer:||Ash Watkins, Susie McGowan, Jon Newman, Tom Rogers, Fergus Tillyard, Connor Edwards|
|Account Manager:||Stephanie Tyler|
|Copywriter:||Ash Watkins, Maf Bishop|
|Notes:||Brigade Court is a residential development at the former headquarters of the London Fire Brigade. The Grade II listed building was one of London’s first fire stations and also its headquarters, where firefighters trained and lived. Located in Borough, the development features a combination of period conversions in the original Victorian building, as well as many new-build apartments – so needed an identity that worked for both.
The juxtaposition of heritage and cutting-edge modern architecture informed the brand idea: ‘Traditionally Different’, celebrating the distinctive contrasts of the development. Archival photographs of the fire station and the firefighters who worked there align with images of the apartments and local area, creating a series of collages that convey the site’s distinctive marriage of old and new. This is further reflected through the use of traditional and modern typefaces.
The in-house amenities borrow their names from areas within the original fire station. The gym became ‘The Training Yard’, the cinema became ‘The Watch House’. The marketing suite features a café deli named ‘The Mess Hall’, featuring lighthearted collages of firefighters. The brand palette was inspired by the navy uniforms and brass helmets worn by the brigade in its early years.