This Is Soho

A bold graphical identity that puts the beat back into Soho.

Soho is one of the most famous neighbourhoods in the world – a cultural icon defined by creativity, rebellion and energy. Working with Shaftesbury, locals and letting agents, I led on a brand identity that brought cohesion, clarity and a renewed pulse to the area. Soho’s strength lies in its eclectic mix of independent businesses, cultural heritage, and late night vibrancy. But with so many layers, it lacked a unified visual identity that could tie its streets, stories and experiences together.

The rebrand centred on a flexible, bold typographic system with touches of grittiness that captured the neighbourhood’s authenticity. Applied across large-format print, digital campaigns, editorial design, the identity created a cohesive presence on streets, storefronts and screens. This strategic refresh distilled Soho’s existing character into a clear, powerful voice that could speak to both locals and the world alike.