2 identities, 1 arcade, 1 circus, 20 locations, 6 signage points, 106 meters of vinyl with 2 months to do it in.

Places for London invested around £1.5m into transforming Victoria Arcade, and came to us with an opportunity to refresh all signage in Victoria Circus, London.

The brief: to create a vibrant identity, with strong messaging that would refresh the surrounding area. The creative was to advertise to both potential new tenants as well as local residents, tourists, commuters or nearby workers.

The challenge: i had to develop a distinct sideline identity that remained true to Places for London’s core branding, while balancing the needs of multiple stakeholders and navigating rounds of feedback, all without compromising the creativity of the final outcome.