Westminster Tower
The finest perspective on London
Client
London Square / Aldar
Agency
Hunter
Deliverables
Strategy / Naming /
Identity / Brand Essence
Overview
Following London Square's acquisition by Abu Dhabi-based Aldar, we pitched to retain this project against the possibility of it being handed to M&C Saatchi in Abu Dhabi. Our London client wanted us to continue; the new parent company was considering their existing agency. The project required an extremely tight turnaround for launch at Aldar's annual Expo event.
Brief
As part of a small, collaborative team, I needed to develop strategy, brand essence, naming, brand experience, and initial identity for this prestigious Thames-side residential development opposite the Palace of Westminster. Working from CGIs showcasing architecture by The Manser Practice and interiors by Mustard & Linen, the challenge was to shape a compelling brand vision under significant time pressure.
Response
We delivered a complete brand strategy and identity that captured the site's unique position and prestige. Ultimately, Aldar transferred our deliverables to M&C Saatchi. However, our brand strategy and identity were retained almost entirely, rolling out across all marketing collateral — a testament to the strength of the work delivered under challenging circumstances.
