The bold ambition
Soho! Where radical free-spirits rub shoulders with industry defining creatives, world-leading fashion and retail sits alongside small independents, and mouthwatering street markets mix with Michelin star chefs. We needed to create a brand and visual identity that could reflect this eclectic, electric, thrilling and beautifully imperfect wonderland.
The big ideas
Soho’s raw uniqueness is what makes it special.
Through strategy research and workshops, we landed on a concept of the tight streetscape of Soho being like a labyrinth – a place to wander and discover, where hidden, unexpected experiences sit alongside world-leading retail and lifestyle brands. A place where curiosity is rewarded; somewhere you never quite know where you may end up.
This gave us our starting point of “Lose yourself in Soho”.
We explored how the intersecting roads and alleys created a grid like playground – a canvas on which all the fun happens. The footprint of the streets runs through the visual brand style and the copy lines, with phrases like “Every Street a story” underlining the brand narrative.
The sensory overload experienced walking round was captured through animations, while working with focus groups highlighted how this idea resonated and delivered a relatable brand for an authentic destination.