St James rebrand

Destination branding

St James’s is home to a wealthy residential population, a business community of investment banks and hedge funds, and retail ranging from the consumer culture of Haymarket to the boutique shopping of Jermyn Street.

The challenge for their new brand was to represent the interests of all of these parties while remaining consistent, recognisable and unobtrusive. Taking some of the decorative tiling that can be found in the area as inspiration, the look and feel combined classic colours and textures with grid-based patterns and can be dressed up or down to represent the different characteristics and requirements of the St James’s community.

* with Small Back Room design studio

What I did:

  • Concept
  • Design
  • Strategy