DixonBaxi creates Storey, a new brand that adapts to the future of work.

Working in close partnership with British Land, DixonBaxi undertook a 6 month strategic and creative development to name Storey, and launch the brand identity and service experience. Created with a challenger mindset to shape workspaces to reflect a company’s size, style, and culture. Providing space and service for businesses to adapt and thrive.

Premium flexible working that adapts to every business.

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. Through a series of rapid weekly creative sprints we explored themes of hyper-personalisation, simplicity, modularity and ambition.

New name. Bold ambition.

We developed the new name – Storey – with it’s double meaning – 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 Storey symbol uses two overlapping shapes as a simple expression of partnership, of working together.

Modular flexibility inspired by each building.

We took the floorplan of each of the Storey buildings to create a series of unique shapes that were further simplified to create a design system made from a family of interchangeable elements – from colour and pattern to materials and photography – that allow the brand to communicate modularity and personalisation and be flexible for years to come.

Every Storey space feel stylish, considered and curated.

From signage systems and materials to fabrics and films we developed a complete framework for the brand and service to scale across high-profile developments in London.

Storey has seen a 200% increase in lettings.

‘We chose DixonBaxi for their cross-category expertise and bold, intelligent approach. They are the ideal partners.’

Katie Mansfield, Marketing Director, British Land