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.
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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.
Client
Shaftesbury
Expertise
Place Branding • Editorial • Print • Motion • Large-format • Photography • Videography
↑ The brand identity was built around a Zine, carefully designed to speak to Soho’s trendsetters and meet the commercial needs of a multimillion pound development on Berwick Street.
↓ Ben Awin, known for his work within the music and fashion space, was commissioned and directed to capture the essence of Soho.
↑ The Consumer magazine was printed on a lightweight uncoated stock for a deliberate bleed through.
↓ The Agent magazine included a coated stock centre spread to evoke a more premium feel that was representative of the new development.
↑ Illustrator Zoe Barker was commissioned for her beautifully detailed architectural work and muted colour palette, creating a map that featured on the back page and later adapted for marketing window vinyls.
↓ To coincide with the Berwick Street development, window vinyls, marketing particulars and an invite for the agent event opening night were designed. This involved goad map and floor plan stylisation.
↑ Animated logo to promote ‘Soho Space’, a revolving pop-up location.
↓ Shot and edited a destination video to promote the destination across social channels and This Is Soho’s ‘Join Us’ page on the website.
↑ Custom tote bag and social assets to promote the destination and Record Store Day.
