BPO


The East Cut by Collins

Opinion by Richard Baird

Graphic identity and hoarding designed by Collins for the new San Francisco neighbourhood of The East Cut

The East Cut unifies the three distinct downtown San Francisco areas of Transbay, Folsom and Rincon Hill into a single and modern metropolitan community. It is a unique an area, now recognised by Google Maps, that contains the newest and largest building in the city but also those that are the oldest and historically rich. Collins worked to develop a name and graphic identity for this new neighbourhood that would resolve and express its historical context, its reinvigoration and modern outlook. This links a variety of print and digital communications. These included posters, business cards, hoardings, signage and website.

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Broadgate by dn&co

Opinion by Richard Baird

Logo, business cards, posters and tote bags designed by dn&co. for Broadgate, London

Broadgate is the largest pedestrianised neighbourhood in Central London. It is adjacent to the busy transport hub of Liverpool Street station, surrounded by Shoreditch, Spitalfields, Old Street and the City, made up of a diverse community and uses that span innovation, finance, food, retail and contemporary cultural activities.

The area will receive a £1.5 billion investment to further its development as a world-class mixed-use destination. This will include 4.9 million sq ft of new and redefined workplaces, retail spaces, public areas and restaurants described by dn&co., the design studio behind Broadgate’s graphic identity, as embodying the community and feel of the historic piazza with the energy of modern London.

Broadgate connects and contains diverse areas, each with their own unique character, services and experiences, and will go on to include many more. Wrangling these into a singular coherent identity, one that is inclusive yet with a definitive identity and without the preconceptions of typical B2B communications was a critical part of the challenge. This was achieved through a generative and kinetic B; a dynamic and constantly shifting container and outline. This motif, alongside a contrasting dark and light colour palette and complementary type treatment, serve to unify posters, business cards, tote bags, website, installations, social media profiles and merchandise.

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Mitsulift Elevators by Base Design

Opinion by Richard Baird

Graphic identity by Base Design for elevator specialist Mitsulift

As the built environment expands, as it seeks new places to fill and accommodate a growing populace, time spent in and our reliance on modern conveyance systems develop in tandem. Reliability is central to this experience. Mitsulift is an elevator specialist tackling this need, balancing what is described as a Japanese technical expertise with exceptional Middle-Eastern service. Its graphic identity, however, failed to communicate this. Base Design worked with Mitsulift to bring this up to date, to better reflect the ambitions of the company, its insight and support, to move it from a product-vendor to a service-driven company. Base built an identity that maintains something of a utility yet manages to establish a distinct visual and verbal expression of connections. This links a variety of printed and digital assets. These included brochures, stationery, business cards and supergraphics, as well as website and mobile app.

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