Named after London’s design quarter, Brompton Cross is a new home store based in Cape Town, South Africa. With all the cost constraints of a start-up operation, owner Nicki Minchin approached local design studio At Pace for help with the logo and corporate identity. The simple black-and-white “crossing” icon avoids the obvious, in favor of a clean, graphic concept interpreted literally as a crossing—the store owner’s move from the UK to South Africa. The project progressed and At Pace’s involvement expanded to include work for the store interior, signage, gifting collateral, event invitations, point-of-sale and a series of launch posters that take the idea of a “hybrid crossing” one step further and communicate the quirky, eclectic nature of the store. Inside the store, flat color and bright accents break up the black-and-white, the zebra-crossing motif adorns a pillar and unique interpretations of ‘open’ and ‘closed’ signage grace the windows.