Totality were asked to develop a name, identity, visual style and marketing materials for a new landmark destination in a prime Central London riverfront location, west facing and enjoying sweeping views across one of the most famous stretches of the Thames.
Featuring Grade A office space, retail outlets, restaurants and opening onto on a new public square embraced by three signature residential buildings, each designed by a world-renowned architect. Foster and Partners, Rogers, Stirk, Harbour + Partners, and David Walker Architects.
In this context, a name was required that reflected both the historic context of the location and the ambitious and dynamic nature of the new scheme itself. Thus, the stem of the chosen name is simply the scheme’s address, Albert Embankment, with the suffix plaza added to inject stature and modernity.
The name was then crafted into a wordmark, inspired by the scale and presence of the three soaring landmark residential buildings that surround the central plaza, and combined with an elegant shimmering pattern to reflect its riverside location.
Finally a suite of marketing materials were created, targeted at potential commercial, retail and restaurant tenants. Positioning and presenting Albert Embankment Plaza as London’s most dynamic and stylish new riverfront commercial and residential destination.