Derwent London
45 Whitfield
Year
2024
Services
- Bespoke Typography
- Brand Identity
- Digital Design
- Signage & Wayfinding
Located in the heart of Fitzrovia, 45 Whitfield Street is a reimagined 1970s office building brought back to life through a considered architectural restoration.
We were invited to design the identity and marketing to support the building’s relaunch — a system developed as a direct dialogue with the building’s original form and newly restored details.
The identity draws directly from the building’s most distinctive feature: its precast concrete window frames, curved at each corner in a unique lozenge shape. This geometry of these openings informed the logo and guided the design language throughout — from printed materials and digital layouts to advertising and animation — creating visual cohesion across every touchpoint.
We developed a full suite of brand assets including printed marketing materials, a responsive website, advertising, and a comprehensive way-finding and signage system. The signage was fabricated in stainless steel — a deliberate material choice, referencing the original steel façade of the building, which has been meticulously restored by the architects and contractors.
From signage to screen, every detail draws from the building’s architectural features and material language — creating a cohesive identity rooted in place, purpose and design. The result is a timeless identity that honours the building’s original character while introducing it to a new generation of tenants.
“The work on 45 Whitfield Street has created a sophisticated, statement-making workplace fitting of the neighbourhood it is set within. We are absolutely delighted with the end result.”
Rebecca Lesser, Derwent London
Credits
Architecture by dMFK
Construction by ttp
Signage Production by Tony G
Photography by Jack Hobhouse
