Shaftesbury Capital

With a joint portfolio of £4.9 billion covering a host of West End London properties and estates, including historic Covent Garden, China Town and Carnaby, the merger of Shaftesbury and Capco required a solution that brought the two property giants together under one iconic brand.

We partnered on

Branding
Strategy
Tone of voice
Visual identity

The ambition

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.

The ideas

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.

“The merger of Capco and Shaftesbury marks an exciting new chapter for us. We needed a contemporary brand that represented not only the merger, and strength and scope of our combined portfolios, but one that felt appropriate and credible for a new company of our size and stature. We’re thrilled with the work Pollitt & Partners produced.”

Catherine Riccomini
Director of Marketing and Communications
Shaftesbury Capital

The ‘S’ icon is a strong, bold mark with the gravitas needed for a FTSE 250 company. Representing the coming together of two property giants, it also references through colour the three main estates of London’s West End their properties are located – Covent Garden, Soho/Carnaby and Chinatown.