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Ruskin Square
To view the website go to www.ruskinsquare.com
To view the website go to www.ruskinsquare.com/concept/buildings
Reinventing Croydon
This autumn saw the unveiling of a new identity for one of the most impressive developments in the South East for over 40 years. Designed by Foster + Partners, financed by Schroders and developed by Stanhope, the 8.5 acre development sets new standards for urban design and planning.
It’s called Ruskin Square and it is in Croydon. The £3.5 billion investment will encompass offices, apartments, affordable housing, a large new public green space, a new theatre and retail outlets in a sustainable and integrated manner.
It is hoped that Ruskin Square will provide the catalyst for positive change in Croydon, which although is the largest commercial centre in the south-east after central London, has been poorly served in terms of quality architecture.
We were asked to find a name, a narrative and visual identity that would best articulate the aspirations of the development. We wanted very much to develop a personality that was rooted in the locality as this is a well thought out development that will provide benefits for everyone, not just office workers.
John Ruskin, the 19th century champion of social progress, had strong Croydon connections and had strong views on the importance of architecture, its relationship with people and its critical importance of quality of life. Hence Ruskin Square.
Visually the sophisticated identity breaks the mould of regeneration branding that is characterised by over-excited language, shouted messages, primary colours and generic ‘life-style’ photography.
We implemented a communications plan that included brochure, interactive presentation, marketing suite, website, billboards, signage and the 1km hoarding surrounding the site.
This project involved:
- Brand positioning
- Naming
- Visual identity
- Verbal identity
- Guidelines
- Stationery
- Website
- Advertising
- Brochure
- Interior