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.