Branding for Brigade Court docket by Jack Renwick Studio — BP&O
Text by Richard Baird.
The listed building and former headquarters of the London Fire Brigade, the city's first fire station and a site currently under development are located in the Southwark district of London. As a result, it is converted into residential apartments in which the original Victorian building is run alongside a modern new building. It is a unique real estate development that offers a unique interface between historical and contemporary city life. London-based Jack Renwick Studio (JRS) was commissioned to develop the name, visual identity and communication for this new development and was challenged to address both local and international markets.
Under the “Traditionally Different” concept, JRS developed the name Brigade Court and a visual language of juxtaposition. These celebrate the striking contrasts that exist on the entire property. These comparisons move between the elegant and refined materiality of the brochures, the interface between modern and historical images and then moments of playfulness in the property's marketing suite, which also offers a deli and a café. The visual identity connects a multitude of different points of contact, from real estate and floor plan brochures to individually framed photo montages, coffee cups, menus and window stickers.
There are two different challenges for this project. The first is the historic building with restored details from the Victorian era and a new building that revolves around this building. Second, the need to target both London and international investment markets. The former meant finding a balance between the architectural heritage and transferring this value to the new building, and the latter required a balance between local community and international connections, historical, internationally recognized places and modern comfort of high quality. This takes place throughout the brochure by telling stories, putting together pictures and how these are creatively paired and strategically positioned throughout the brochure.
The historical nature of the development as a former fire station and place where firefighters lived and trained offers a treasure trove of images and artifacts. “Traditionally different” serves as a simple and intelligent concept from which all visual ideas, expressions and communications can emerge. It is successful in that it offers plenty of room for creative interpretations over the long development period and across different surfaces. Basically it's about juxtaposing history and modern life and participating in a continued legacy. This contrast is shown in its simplest gesture in the pairing of fonts, GT Super by Grilli Type and Klim & # 39; s Caliber. Typographic contrast and pairing are not uncommon, but are given additional meaning and relevance given the context of the property and concept. However, it is the interface between historical images (the entire actual fire station) and the depiction of modern living spaces that gives the work its character and distinction and combines many different marketing materials.
"Archive photos of the original fire station and the firefighters match the pictures of the new apartments and the surrounding area. This creates a series of collages that convey the distinctive connection between old and new with a feeling for the personality of the local neighborhood." – Jack Renwick Studio
It is worth noting not only the creativity and lightness of many collage pairings, but also the difficulties associated with working with a limited archive resource from different administrators and getting the right render angle and lighting at no great cost. Some play with a commonality of form by directly connecting two pictures, while others are more playful, e.g. For example, a vintage firefighting hose scene that faces the shower in a modern bathroom, or a spotlight that faces a movie theater. It is this balance between formal historical images (on duty) and sociability (on duty) that is perhaps the wisest juxtaposition and lightness that shows people who have long since disappeared. The little detail of the edges and lettering is a neat little trick to keep the two elements separated as stacked images, rather than taking people directly into the room. Online transitions do this particularly well.
Other nice details are the customized picture frames for the pictures in the café, real estate and floor plan brochures with divided pictures on the front and back (which creates a pleasant relationship between the two) and tiny little flourishes like the fire bell as a bell and fire bell as a teapot over the café -Menus that are cheerful and at the same time retain elegance. This is supported by a color palette inspired by traditional naval uniforms and brass helmets worn by the brigade in its early years, as well as by the modern space and the restraint of lots of white.
The designation must also be given a nod. The Brigade Court naturally relies on the origins and architecture of the building, but this is evolving through the on-site amenities available to new build residents and those in the process of historical renovation. These include "The Training Yard" and "The Watch House" for the gym and the cinema. This continues up to "The Mess Yard", the delicatessen and café of the marketing suite, an unusual marketing approach, but another area in which the concept offers enough space for other ideas (the hoses as coffee dispensers are wonderful) and at the same time ensuring continuity.
Design: Jack Renwick Studio. Opinion: Richard Baird. Fonts: GT Super & Caliber
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