Responses by The Beautiful Meme
Background: Owned by AXA Investment Managers, Twentytwo is a building and space that is deliberately setting out to positively challenge how people work. Our brief was to challenge how commercial property is represented. Designed to be an eclectic space people will love working in, Twentytwo includes a gym, cycling parks, art and lots of social areas. The brand identity tells the story of the many different people who use the space and the purpose of the building.
Reasoning: We wanted to make sure there was a strong distinction between Twentytwo and competitor commercial property brands—something that reflected the bravery and ambition of the project. Our goal was to create a contemporary visual style that is consistent in energy and attitude, rather than rules and logo placement. There are so many features of Twentytwo to illustrate that we didn’t feel any single image or style could truly characterize the fizz and dynamism of the people and ideas that will exist in the building. We wanted to create a language that was less about architecture and amenities and more about character and soul.
Challenges: Art directing many different partners towards work that kept a consistent aesthetic thread, while allowing each partner to bring her or his own personality and craft to the project.
Favorite details: Designing and creating cycling jerseys that were then abstractly photographed. This was both relevant to the audience—Twentytwo has a huge cycling facility—and looked gorgeous.
Specific demands: Creating any brand identity under tight commercial deadlines and for multiple stakeholders will always add an element of tension, but from commissioning original illustrations to shooting the city of London in infra-red, we managed to realize almost all the original concepts we had.