Developer Stanhope purchased the former BBC headquarters, Television Centre, in 2013 with a plan to transform the famous landmark into a 12 acre mixed use development. The new Television Centre will feature a Soho House members club, 1,000 apartments and townhouses, offices, independent shops and restaurants and state-of-the-art BBC studios producing live shows. Prophet worked with Stanhope to create a brand strategy that would set Television Centre apart in a city of increasingly identikit high-end property developments.
Stanhope’s vision is to create a cultural hub with Soho House, creative businesses and events at it’s heart — a new center of gravity for London. The branding is designed to reflect this, steering away from generic, luxury phrases and clichéd imagery in favor of showcasing the uniqueness of the site with real attitude.
The brand identity is designed to be directional, redraw the map of London and act as a magnetic point that attracts people and attention from across the city and the world. At the center of the logo is a perfect circle, representing the circular courtyard at the heart of Television Centre.
The line stemming from the circle allows the identity to flex, rotate and direct. Bold typography and a minimal color palette of black and white with a green highlight creates consistency across applications ranging from print advertising to high-end residential brochures. Photographically the identity eschews the well-trodden path of glamorous couples or moody lighting in favor of a more realistic and celebratory style that much more closely reflects life in London today. The brand language demonstrates a clear point of view, “Don’t move out. Move up.”
Television Centre now has an opinionated and distinctive brand, true to the redevelopment. With a clear way of communicating with the world, the tools are in place to make the development a success. Kay Chaston, Managing Director at Television Centre OpCo said,
What other ways can Prophet help companies like Television Centre develop unique brand strategies that drive business growth? See more of our work with Television Centre.