Jackson House, a commercial building in the heart of Sale in Manchester, offers spacial flexibility to businesses of varying shapes and sizes. The team at CEG were looking for a brand that communicated exactly that, and commissioned us to develop the identity from the ground up — leading to roll-out across print and motion, and a new website for the space.
An identity based around a responsive and reactive logo form, to match the capabilities of the spatial offering.
A responsive logo that reflected the capabilities of the building's spatial offering.
Working alongside the building's interior designers to make sure the identity and internal vision felt cohesive.
A new website to showcase Jackson House and its offering to potential tenants.
The brand brought to life in the physical space, with a suite of signage and wayfinding around the building.
A flexible brandmark
With the core message of Jackson House being flexibility, we wanted the building’s brandmark to reflect that. We designed a responsive logo that reacts and adapts its shape dependent on the message tied to it, mirroring the flexible offering that Jackson House wanted to communicate to potential tenants.
During our process we wanted to make sure the creative vision for the brand worked alongside the vision that Manchester-based interior designers Jolie had for the space. We collaborated with them to understand their thinking and get a feel for the materiality and tonal choices being made for the fit-out. The brand’s geometric nature and muted, dusky palette complimented the look and feel of the physical space and tied the two together.
We designed a suite of clean, linear icons that quickly communicated the amenities and features of the building, such as the on-site café, fitness studio and meeting rooms. These icons brought consistency to all marketing collateral — from marketing brochures to the physical and digital signage on site.
Jackson House needed a digital presence where potential tenants could learn more about the offering. We developed a website that clearly signposted people to the right information — floorplans, amenities and clear call to actions to contact the CEG team or download the marketing brochure. The website was a great way to showcase both the brand and the beautiful photography of the space — all housed within a system that was incredibly easy to manage and update when needed.
Alongside the website, we produced animated assets for the digital screens in reception, showcasing the various events and fitness classes that Jackson House were hosting, and helping to build a community hub feel within the space. This was also rolled out across social media to encourage people to come along and get involved.
Getting people around the building
Signage and wayfinding is important in any space, and we wanted to make sure this was clear as well as being brand-led within Jackson House. Using the icons as our base, we designed and installed physical signage that not only directed people around the building, but gave a sense of brand consistency and personality too.
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