North Mayfair

North Mayfair is a Grosvenor estate that has been neglected for quite some time. Being right on the border with Oxford Street, it suffers from being a buffer zone to isolate Mayfair proper. But Grosvenor set to change that with a new tenant strategy and a new retail proposition, making North Mayfair an exciting destination once again. We deployed a brand around the idea of being a sort of grown-up Soho; edgy and cool but with a touch of sophistication. We also art directed the photography accompanying the branding to reveal the already existing success stories around the area.