A brief to create a brand for the London financial district that can be used and owned by the people and companies within the square mile. The brand is to be used by the 500 banks within the city as well as the bars, restaurants and cafes.
My solution was to create a typographic identity based on both the architecture of the city as well as finance charts. The identity becomes flexible for different uses: lifestyle, finance, culture etc. A global brand campaign utilises the typographic identity creating posters that resemble financial graphs and charts, advertising the city on billboards and ads hells.
The work was an in book winner of the D&AD New Blood Awards 2012