West India Quay.

West India Quay is a mixed development area near Canary Wharf in London, it is home to a museum, cinema, several restaurants and bars. When built in late 18th century however it was home to the West India company, once a thriving port taking in sugar, rum and even elephants. Parts of the area's historical past can be glimpsed in the form of Victorian Warehouses and Cranes that line the quayside.

The challenge was to create intrigue, drive footfall and new retailers to the area through a new identity. Inspired by this magical element of elephants being brought to London, a new proposition of “wonderment” was created - West India Quay, where ordinary has no place.

The result was a new logo design, supprted by contemporary watercolour visuals inspired by the waterway with clean typographic layouts.

The brand was delivered in new signage including banners, flags, wayfinding and seating concepts. Brand guidelines, local marketing concepts, refreshed website and social media templates were also created.

BRAND STORY

West India Quay is a place Step into our hidden world of marvels and you’ll find gently lapping water, unique historic features and extraordinary stories of trade, toil, glory and rebirth. But they’re not the only things that will fill you with surprise and delight. You’ll find London’s best pizzas, beyond decadent cocktails, moreish street food, breath-taking movies, intriguing events, and new pleasures and sensations at every turn. There’s always something fascinating and new to dive into.

Whether you’re coming for the day, or escaping for lunch… welcome to West India Quay, where Wonderment Awaits.

This work was produced whilst at at 10 Associates, Mirfield.