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Responses by Astrid D’Hondt, senior creative, DixonBaxi

Background: The purpose of this rebrand was to create a brand that expresses its values as a progressive mixed-use business and residential quarter that is warm and open to all, where people can reconnect with nature, and one that is brave in all of its choices and behaviors. Since the area’s glass buildings didn’t reflect the Regent’s Place’s local heritage, the rebrand needed to inspire a new generation of workers and the surrounding community.

Reasoning: The new identity reflects the unique advantages of Regent’s Place by highlighting its location at the intersection of three iconic London districts: the Knowledge Quarter, Camden and the West End. A compelling mix that brings together arts and science, research and creativity. This distinctive location inspired the logo symbol. The three districts combine to make the R symbol, which plays a central role in the identity and is consistently used to express the brand’s ethos. It allows for framing different perspectives and provides a canvas for the community’s vision and creativity. Each application becomes a space to tell a story.

Challenges: Balancing the ambition Regent’s Place has for the future with the reality of a place that is under development. The brand had to give insight into what is emerging and express the long-term thinking of the neighborhood, but still keep a sense of realism to what visitors can currently expect.

Favorite details: How the brand shifts away from conventional brand applications and how all the choices promote ecological integrity and inclusive participation. The rollout of the brand reuses, recycles and reduces material wherever possible. A couple of examples are the bamboo cut out business cards and a community workshop screenprinting the new logo using soy-based inks on posters.

Specific demands: The client wanted the natural environment to be an influence for every aspect of design and behavior. The challenge was to use organic tones and natural colors to enable a more calming experience, but at the same time, still create a confident and striking brand.

Visual influences: Nature played a big part in our inspiration for the symbol. The brand had to feel open, organic and warm, which we accomplished through the curvatures and leaf-like shapes of the R symbol, the color palette and the overall softness in the expression of the brand.

dixonbaxi.com

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