Hawley Wharf is a development of apartments and retail in the heart of London’s Camden. The brand needed to represent the luxury nature of the development and the creative history of the area, known for its association with the arts and music culture. The solution was to create an idea that balanced the two, the answer – Civilised Rebellion.

The visual identity needed to cut through in an area known for its vibrant community and colourful landscape. To do this we created a monochrome identity, the opposite to the brands surrounding the development. We applied a considered typographic approach to represent ‘Civilised’ and introduced expressive paint strokes to represent ‘Rebellion’. This gave the identity an artistic sophistication that allowed the communications, both digital and print, to stand out amongst the Camden noise.