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.
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.
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.
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.
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.