Shaftesbury Capital is a recently merged property empire, combining the hugely successful Capco and Shaftesbury. For the first time this brings together some of London’s finest and most iconic destinations in one portfolio: Covent Garden, Carnaby and Soho, Fitzrovia, and Chinatown.
As a listed business, the Shaftesbury Capital brand needed to be professional in its execution, standing amongst its industry peers, while delivering on its goal of long-term social and economic value.
Pollitt & Partners created a new, digital-first mark: an ‘S’ icon made up of three elements, representing the three areas of the West End that the portfolio was located. Designed to work at small scale on device but with enough gravitas to work larger and hold imagery, the icon is a living part of the brand, and stands among its peers as a contemporary digital brand with heart and soul.
A soft palette of teal and turquoise was created as a complement to the mark, and to created stand out from the sector’s usual colour space. Lastly, this was used as a gradient to represent the merger through colour.