Branding agency me&dave has created an identity for Barts Square, a new quarter in the heart of London, under developer Helical. The collection of apartments, communal areas, office spaces, retail outlets and a major new restaurant is being built on a 3.2-acre site close to the 800-year-old St Bartholomew’s Hospital and combines “sensitively constructed new-builds with redeveloped auxiliary buildings formerly connected to the hospital”.
Helical asked me&dave to develop a brand strategy that speaks to a “mature domestic market and reflects the rich history and mystery of the neighbourhood”, as well as its modern city credentials.
Mark Davis, Creative Director of me&dave, says: “Barts Square offers a characterful alternative to the more ‘showy’ steel and glass towers being built throughout the capital. It is intimate, sophisticated and full of beautiful architectural detail, with glimpses of London’s iconic skyline.
“Our challenge was to celebrate this amazing development in a quietly confident way that speaks to an ‘inner-directed’ consumer who appreciates great design. Helical wanted a direct approach, so we kept things clean and simple to communicate a self-assured, positive message that would appeal to a private, older demographic.”
me&dave’s creative response aims to capture the development’s quiet charm within a vibrant urban area. The campaign features heavily in print advertising and is supported by two host brochures – one for the main development and one for the six available penthouses – with computer-generated images, created by The Boundary, depicting the interiors’ ‘grown-up’, sophisticated aesthetic.
It’s also producing Barts Post, a free quarterly newspaper outlining the scheme’s unrivalled opportunities from a lifestyle and investment perspective. Nice work from the agency founded in 2007 by long-time friends, Creative Director Mark Davis and Realisation Director Rob Willmott.