Whilst working at architecture practice Freehaus, me and the team were commissioned to create the brand identity, signage, wayfinding, and the interior design for Future Cube.

With support from the Mayor of London’s Good Growth Fund, Havering Council entered partnership with SEGRO and London Riverside BID to deliver Future Cube – an exciting and engaging space that will empower businesses to adopt new technologies and digital capabilities, improving their performance, resilience and long-term viability.

Alongside the retrofit of an industrial unit in Havering, we designed and implemented a new brand identity for the project, unifying differing agendas and bringing multiple stakeholders together.

Through a series of engagement workshops, we facilitated conversations around the ethos, messaging and market positioning of the project, as well as its name.

This guided us in the creation of the logo, colour palette, typography, signage, wayfinding and the interior design.

Aligning with the project’s vision, the brand communicates and reinforces London’s innovation culture in a bold and approachable way.

The brand aesthetic takes cues from the colours and signs found on industrial sites, making the brand relatable and familiar to the target audience: small businesses in the construction, logistic and manufacturing sectors.

The name, signage, wayfinding, and brand touchpoints are playful and relaxed, demystifying technology and allowing everyone to explore and experiment.