Boxpark Wembley
The evolution of a revolution
Challenge
Building on our long-standing relationship with Boxpark we were briefed to evolve the brand’s visual identity and create the launch campaign for Boxpark Wembley.
A step-up in scale and ambition from Shoreditch and Croydon, Boxpark Wembley marked a distinct evolution in the company’s direction. The challenge was two-fold; reflect this evolution through developing Boxpark’s iconic black and white identity, and design a launch campaign to engage multiple audiences; from local residents to transitory park visitors.
Solution
The solution to the brand development began as a response to the renewal of Wembley Park and the surrounding area. Referencing this regeneration we simplified Boxpark’s chevron pattern to a single square unit in two proportional sizes. These units were then flipped and rotated to create infinite graphic combinations. From floor markings and wayfinding, to 8-storey banners and digital ads this new visual language embodied the brand evolving.
For the launch campaign we drew on the venue’s unique location next door to the spiritual home of football; Wembley stadium. Using bold, copy-led creative we designed a series of outdoor and digital ads split over a pre and post-launch campaign. Using geo-location data we tailored the campaign messaging to engage different key audiences based on where and what time of the week they travelled to and from Wembley Park.
Scope
Strategy & Positioning, Verbal Identity, Visual Identity, Advertising & Out of Home, Social Content Creative, Printed Collatoral, Signage & Wayfinding.
