We collaborated with British Land to shape the future of their London campuses, emphasising workspace, services, and support for global change-makers in science and technology. Together, we crafted an intelligent identity system, drawing inspiration from the beauty of macro photography in cellular structures, genetic engineering, and nature. The result? A departure from the clinical corporate norm, infusing creativity into the sector's aesthetic.
The new identity celebrates the convergence of life, science and people to create an inviting, tactile experience. Where lab providers have grown synonymous with cold, sterile stock imagery, we consciously strode in the other direction, bringing in immersive, abstract visuals with an air of organic creativity. The brand constantly refreshes and excites, bringing warmth to an otherwise sleek and mechanised world. Fitting for a venture that revolves around creating not just workspace, but communities.
The new style of imagery fuses nature, design and pure imagination with AI, allowing British Land to generate their own visuals far into the future. Each image begins with AI, then it’s manipulated, edited and remixed into something that evolves over time. The style smashes industry standards in favour of hyperrealism infused with British Land’s colour palette.
The messaging approach goes beyond square footage and table-stakes building features, directly speaking to the impact of partnering with British Land. These aren’t just purpose-built spaces, but destinations designed to foster growth at the speed of innovation. The typography balances dynamism with structure and pays homage to British Land’s heritage while firmly anchoring the Science + Technology identity in the future.
We pushed British Land’s iconic symbol to reflect the Science + Technology ambition. Britannia absorbs its surroundings to take on the qualities of its environment, pushing beyond her form. The result is a subtle yet iconic shift for British Land, embodying their spirit of innovation for all.
“This brand will push British Land towards an innovation-driven future. We wanted a more emotive and visually immersive approach to better represent the optimistic future that Life Science and Technology is creating. The fusion of AI, 3D, illustration, tactile typography, and striking graphic elements gives British Land an iconic system that will represent their pioneer spirit.”– Hollie Sanderson, Designer
