An exemplary new working environment, for a community of like-minded people – McLellan Works offers flexible workspaces for creative SMEs. With a focus on sustainable development, the internal spaces behind the iconic Georgian facade have been redesigned to meet the ever-changing needs of the modern workplace.

Through a strategic positioning process, Graphical House created a visual identity to reflect and build upon the ideas inherent in the architectural scheme. Precise, refined but dynamic – the flexible visual system was developed with a compelling tone of voice to create a suite of targeted marketing materials to promote the transformative redesign of the building.

Embracing the relationship between ‘M’ and ‘W’, the logotype reflects themes of repetition and symmetry in the building’s architecture.

A bold, typographic approach combined with a versatile graphic motif establishes a visual language that appeals to a creative audience. In application, the simple structural forms derived from the interior scheme become playful abstract compositions.

The visual identity makes use of abstract textures evoking the materiality of the interior spaces, while tailored, copy-led campaign collateral combines these rich textures with the deliberate and striking monotone palette.

The rigorous, typographic approach formed the basis of the brand rollout, from printed collateral to the building’s signage and way-finding scheme.

A promotional website was created to tell the story of the transformation of the building in a playful and engaging way – using scroll-activated, animated architectural renders.

The brand profile was built through strategic alignment with audiences and a curated stream of dynamic social content – raising awareness of the project and documenting the refurbishment in what was a challenging and unpredictable year.

Client testimonial:

“It has been a pleasure working with Graphical House throughout the journey to bring McLellan Works to life. We deliberately brought the team on board at an early stage so that the visual identity and architectural design developed in parallel and the team quickly understood the spirit of the project. The visual identity and it’s coherence across both the building and marketing materials has become a fundamental part of the success of the project. We look forward to the next collaboration.” – Theo Michell, Bywater Properties