The Tide, a new riverside walkway around London’s Greenwich Peninsula, was designed by Diller Scofidio + Renfro, the architects behind New York’s High Line. When completed, the path will be a landmark feature with a network of parks and riverside spaces along a looped track that creates routes for exploring, exercising and enjoying nature.
Droga5 created the path’s name, its visual identity and a launch campaign, basing its communications around a ‘kinetic’ logo – a looped strip (like the path itself) that takes on different shapes and behaviours to reflect the variety of ways the pathway can be experienced. Both organic and futuristic, the logo reflects the natural and manmade elements that come together at Greenwich Peninsula.
Agency: Droga5 London
CCO: David Kolbusz
Creative Director: Chris Chapman
Lead Designer: Stephanie McArdle
Account Director: Oscar Flintoft
Strategist: Searsha Sadek
Lead Art Producer: Monika Andexlinger
CGI Artist: Bruno Canales, Crea Studio