Storey, a new brand for British Land, heralds the future of work.

Working in close partnership with British Land, DixonBaxi undertook a 6 month strategic and creative process to name, develop and launch an entirely new brand for the business.
Created with a challenger mindset to fill a clear gap in the London office market.Storey provides offices for companies employing between 20 and 70 people who have outgrown co-working space and whose needs have evolved.

A new name and identity built for modularity.

From the outset, there was an ambition to flip convention – moving from landlord and tenant, jargon and complexity to a service experience built on partnership, simplicity and transparency. We originated a new name – Storey – to capture the focus of the brand and service. More than a building – it’s about the people and businesses inside. Supporting and amplifying their culture, productivity and work – ultimately helping tell their story.

The identity tells mini visual stories to reflect ideas of growth, collaboration and productivity.

More than a building – it’s about the people and businesses inside.

Developed in close partnership with British Land through a series of strategic and creative sprints. Engaging stakeholders across the business.