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Lend Lease – One The Elephant

A landmark in regeneration

The regeneration of Elephant & Castle is one of the biggest and highest profile development programmes in central London – and this landmark building was the first part of the project to come to fruition. Lead partners Lend Lease challenged us to develop a name and visual identity for it.

The name would have to resonate in both the UK and Asian markets, while being conscious of the sensitivities around the development. It also needed to align with the wider place-making strategy for the area.

The name One The Elephant is rooted in the place. It not only highlights the fact that it’s the first of the new buildings, but also that this is a premium offer. The logo and visual identity reflects the shape, height and upward rhythm of the building.

We rolled it out across a website, an e-book, printed brochures, press ads, emailers and exhibition stands in UK and Asia.