Whilst working with Upstairs at The Department Store, a members’ club based in Brixton, it became clear that the main challenge of this project was to highlight the exquisite, high-end nature of the newly renovated Edwardian building, without alienating local Brixton residents and the laid back, collaborative atmosphere the area represents.
To do this we created a colloquial, down-to-earth brand language for the club, with low cost and communityevents, whilst maintaining a luxury look and feel. Drawing on patterns within the building and typography of the Edwardian era we created a logo and brand identity. The idea of low key, affordable luxury is unique in London members’ clubs and has been a huge success. We continue to assist Upstairs at The Department Store with branding and marketing on a consultancy basis.