Challenge

As a new phase within the award-winning Royal Arsenal Riverside, The Apsley needed an identity with its own sense of distinction while feeling connected to the wider destination. The opportunity was to draw on the remarkable heritage of the place without creating something retrospective, positioning The Apsley as a premium contemporary London address.

Impact

A distinctive new identity for The Apsley that celebrates the history of its setting while creating a confident, contemporary proposition for the next chapter of Royal Arsenal Riverside.

Solution

Our creative idea, Quiet Command, brought together heritage depth, contemporary design and understated confidence. Taking inspiration from British tailoring, ceremony and craft, we evolved the identity around a distinctive new monogram, refined typography and a richer colour palette drawn from the character of Royal Arsenal Riverside.

A new art direction introduced the idea of modern life in a historic frame, bringing contemporary lifestyle imagery together with references to the Duke of Wellington and The Apsley’s namesake, Apsley House. The approach was then carried throughout the customer experience, including a completely reimagined sales brochure.

Scope of work

• Positioning
• Brand identity
• Art direction
• Brochure design
• Brochure print production
• Brand guidelines