An overarching brand identity was created which had a direct and harmonious relationship with the shapes and aesthetics of Hope Street Xchange’s compelling architecture. An ever evolving infinity marque uniquely utilises the ‘X’ from the brand name to create a bold and forward-thinking identity that is fluid, energetic and powerful.

The colour palette and gradients used incorporate a bespoke colour for each floor, giving every level of the building its own personality and sense of identity. Brand guidelines where created to ensure brand consistency and coherence which fostered excitement and encouraged ownership of the brand.

A tone of voice was developed which actively embodied the ethos, mission and vision of Hope Street Xchange: To become an inspiring and pioneering hub for enterprise and innovation. Applied to a broad range of tailored marketing materials, the powerful and evocative messaging successfully positioned Hope Street Xchange as a leading authority to attract, support and engage with a wide ranging audience that included local, national and even global businesses.

A fully responsive website was created which further reinforced the brand personality and messaging. The website features custom drawn floor plans and a Google 360 virtual tour. To visit the website go to

A major consideration was to find effective wayfinding solutions for Hope Street Xchange. We consulted with key stakeholders and external producers to design a system that was functional and aesthetically engaging. The wayfinding further compliments, enhances and progresses the Hope Street Xchange brand.

Care was taken to address the challenges around building shape, layout and restraints on space. Innovative solutions such as multi-directional prisms were introduced, arrows directed visitors effortlessly and colour co-ordinated floor numbers clearly marked place. A set of custom icons were also created to implement the brand personality further. Photography by Mark Slater.