Wood Wharf
A concept for London’s newest district.
Positioned as the next chapter of Canary Wharf, this campaign concept spotlights Wood Wharf as the district’s edgier, more characterful counterpart defined by creativity, community, and a spirit of everyday discovery. Designed to shift perceptions and bridge the neighbourhood with Canary Wharf’s established core, the concept introduces a unified story that brings together retail, workspace and residential, establishing Wood Wharf as an all-day destination to live, work, and play.
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Rooted in the idea of uncovering the unexpected, the campaign highlights the moments that make Wood Wharf distinctly its own: turning a corner to find independent dining, stumbling across pockets of nature, encountering cultural experiences, or pausing to take in the tranquillity of the waterways. It champions Wood Wharf as a place where exploration is rewarded and invites people to discover something new each time they visit.
Client
Canary Wharf Group
Expertise
Creative Direction • Ideation • Campaign
The design language narrates a journey from solitude to sociability, from introspection to immersion – showcasing the beauty of finding something unexpected.
Juxtapositioning adventure and spontaneity captured in the area through candid style photography, demonstrates Wood Wharf as a destination where contrasting moods and moments seamlessly coexist.
‘A Day In The Life’ is an Instagram series that follows the lives of people that work and live in the area.
This storytelling approach makes the district feel more accessible and inviting, while reinforcing Wood Wharf as an evening to night destination.
Maintaining visual consistency across all platforms with bold, oversized typography and the circular motif centre frame reinforces the trendier sub-district of Canary Wharf.
A multi-directional signpost embodies ‘Find the Unexpected’ by playfully encouraging exploration within Wood Wharf.
Positioned in key locations, it sparks curiosity and invites people to discover hidden gems, unexpected experiences and community spaces.
The signpost symbolises the journey of finding something new, reinforcing Wood Wharf as a destination full of surprises.
As visitors follow its directions, they become part of the campaign’s story – where every turn leads to a fresh discovery.