London Merchant Securities had the key objective of producing an integrated marketing campaign for 28 Dorset Square that would influence the letting of thebuilding to a single occupier upon completion.
 
The development consists of a retained listed period front overlooking Dorset Square with a new-build, contemporary structure behind. We wanted the creative to reflect the simple cube shape of the new building whilst complementing the listed part of the development, the surrounding architecture and Dorset Square itself.
 
An important challenge to overcome in the marketing of this building was any perceived issue a potential lessee may have with the Marylebone area. However, this part of London is receiving huge investment and becoming an increasingly desirable location which led us to develop the theme of, “the shape of things to come”, reflecting the fact Marylebone will become more of a destination for businesses to re-locate towards.
 
Strong bold shapes support the strap line, morphing into the final 'D' and the square ofthe identity. The use of bright, bold colours hints at confidence and also expresses a creative flair. A combination of large typography for key message delivery and smaller, factual blocks of text add to the overall contemporary feel, appealing to the target audience whilst respecting the origins of the area.