Tom Hingston Studio and Keep Agency have collaborated to create the brand strategy, graphic identity, website and print collateral for Manhattan Loft Gardens, an ambitious high rise development by Manhattan Loft Corporation currently under construction in Stratford, East London…
The 42 storey residential tower designed by architects SOM will boast living accommodation, a design hotel and three ‘sky gardens’, one on the 7th floor, a second on the 35th and a third on the 36th floor. It’s due to be completed in 2016. This ‘fly-through’ video introduces the architectural concept for the building:
In terms of the project’s main identity (shown, top), Hingston says his team took inspiration from the building’s double cantilevered design.
“Looking at early drawings and renders from architects SOM revealed that the construction of the tower was made up of modular parts,” he explains, “if one was to view the building from above then it would appear as a composition of four triangles. We were keen to echo this geometry in the mark and so the 42 storeys are expressed through a sequence of triangular lines which grow vertically upwards. The final form also suggests the notion of connectivity.”
The form and style of the mark also informed a series of illustrations created to represent different aspects of the tower which each has its own area of the website, such as living spaces:
the design hotel:
and Stratford City:
Here are some grabs from the website:
A colour palette was developed inspired by the building’s features of green spaces and open skies. “These elements established the building blocks for a broader graphic language which was carried through to all aspects of the project,” says Hingston, “from the brochure (images below), to the hoardings, to the website design and also moving image content.”
“Extending this language into animations on the site has enabled us to be more playful and engaging in the way that we communicated, for example, what was a somewhat overwhelming amount of information about transportation links and connectivity to the Stratford area,” says Hingston of this particular film, created for the website in collaboration with sound designer The Mighty Low:
Find out more about the project by visiting the Manhattan Loft Gardens site
CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month. Try a free sample issue here
CR in Print
The June issue of Creative Review features an interview with the editors of new book Pretty Ugly: Visual Rebellion in Graphic Design. Plus a profile on multi-award-winning director Johnny Kelly, a look at the latest techniques in movie marketing, the mission to cross CGI’s Uncanny Valley, a review of the Barbican’s Bauhaus show, logos by artists and much more. Plus, in Monograph this month, we look behind the scenes at the making of an amazing installation for Guinness, carved from solid wood.
Please note, CR is no longer stocked in WH Smith high street stores (although it can still be found in WH Smith travel branches at stations and airports). If you cannot find a copy of CR in your town, your independent newsagent can order it for you or you can search for your nearest stockist here. Alternatively, email Laura McQueen (firstname.lastname@example.org) or call her on 020 7970 4878 to buy a copy direct from us. Based outside the UK? Simply call +44(0)207 292 3703 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.