IQL

International Quarter London, as it was formerly known, is a forward-thinking new property development in Stratford, London. Situated next to the Olympic Park, it had bold ambitions to create the workplace of the future, and required an expressive visual identity and an impactful placemaking programme to match. Rebranding the development to IQL – a clearer, shorter, more memorable moniker – Campbell Hay created a modular visual system inspired by large architectural forms. Contemporary, graphic and playful, each shape could be adapted to express an idea or a behaviour, allowing IQL to manifest physical ‘moments’ on-site, and establishing a sense of anticipation and participation within the community. In addition to the visual identity, a carefully devised brand strategy and placemaking initiatives set IQL on a path to being widely recognised for combining the best of London’s culture, entertainment and architecture.