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Arlington Lofts | Brand Creation and Website

Property developer Fabrica invited us to develop the branding and commercial assets – website and brochure – for a new boutique residential development in Camden.

Comprising 16 apartments housed in a landmark British-built modernist structure, the 1-, 2- and 3-bed apartments are steeped in the industrial history of north London. The original 1930s electricity substation guided our thinking and creativity on both the brand positioning and the branding.

Our branding device adopts the underline featured on the AMP symbol and the logotype is inspired by type styles found on old text books from the 30s, which we’ve then updated. The tag line ‘Empowered living in NW1’ and the complimentary branding device, along with the other symbols used across the brand – on the website and in the brochure – are all inspired by electrical circuitry symbols.