Totality were briefed to develop a name and identity for a small but very well-located new-build scheme in North London, situated by Highbury & Islington, and moments from Islington’s fashion, culinary and culture hub by way of Upper Street.
The site of the scheme sits adjacent to the Canonbury Conservation Area that is epitomised by stucco fronted traditional homes and green squares, and is directly next to the Grade II* listed Union Chapel. The development consists of sophisticated apartments and townhouses, in a modern style of architecture that is also sympathetic to the look and feel of the area. The challenge was to develop a name that reflected the historical and traditional characteristics of the area as well as the modern lifestyle on offer by living here.
The recommended name Canonbury Cross represents the juxtaposition between traditional and contemporary styles which are synonymous with in the Islington area, along with the site’s positioning - where Canonbury Road meets Upper Street.
A visual identity was developed to exemplify the mix of modern eclecticism, history and tradition through use of typography and the playful use of the embedded N1 device, to denote the area’s location and centrality to central London.
The identity was initially unveiled as a super graphic to the long stretch of hoarding on Canonbury Road, to create a striking allure for those walking or driving past. A colour palette of cool and warm greys is punctuated with the use of a teal blue / green to help draw attention to key information.
A full suite of applications have since been created to help launch the development, including: two brochures showcasing the Townhouse and Apartment offerings, large scale internal and window graphics for the Hampton International sales office on Upper Street, a range of e-flyers and a responsive website. A brochure for the Shared Ownership tenure is set to follow towards the end of 2015.