The Beacon
A Benchmark for Sustainable Living
Disciplines
Brand Identity
Logo Design
Creative Direction
This project focused on creating a brand identity for a new residential development in Hemel Hempstead shaped by an ambitious vision: to become the world’s most sustainable place to live. The identity needed to express environmental leadership while feeling contemporary, considered and genuinely livable.
With sustainability at its core, the challenge was to avoid familiar visual clichés. The brand had to feel credible and forward-thinking while clearly connecting to the physical presence of the development itself.
The identity was rooted in the architecture of the building using its distinctive shape as the foundation of the visual system. This form became a unifying device across the brand informing layout, graphic elements, and composition creating a direct relationship between the identity and the place it represents. Sustainability was approached as a lived experience rather than a claim, with clarity, restraint and longevity guiding every decision.
The result is a calm, confident identity that feels inseparable from the building itself. Flexible and future-focused, the system supports the development’s sustainability vision while remaining human and accessible helping position it as a meaningful step forward in sustainable residential living.
Disciplines
Brand Identity
Logo Design
Creative Direction
This project focused on creating a brand identity for a new residential development in Hemel Hempstead shaped by an ambitious vision: to become the world’s most sustainable place to live. The identity needed to express environmental leadership while feeling contemporary, considered and genuinely livable.
With sustainability at its core, the challenge was to avoid familiar visual clichés. The brand had to feel credible and forward-thinking while clearly connecting to the physical presence of the development itself.
The identity was rooted in the architecture of the building using its distinctive shape as the foundation of the visual system. This form became a unifying device across the brand informing layout, graphic elements, and composition creating a direct relationship between the identity and the place it represents. Sustainability was approached as a lived experience rather than a claim, with clarity, restraint and longevity guiding every decision.
The result is a calm, confident identity that feels inseparable from the building itself. Flexible and future-focused, the system supports the development’s sustainability vision while remaining human and accessible helping position it as a meaningful step forward in sustainable residential living.
