Defining modern heritage for this historic Mayfair address.
One Grafton Street
- Brand proposition
- Brand identity
- Brand guidelines
- Digital applications
Brand
In the heart of Mayfair, One Grafton Street has been carefully reimagined into a contemporary workplace. Extensive internal refurbishments and subtle external enhancements have created a space that balances original character with modern performance—discreet, elegant, and built for today.
Pembroke asked us to define a brand proposition that would honour the building’s heritage while positioning it for the future. The challenge was to develop an identity that resonated with potential tenants and reflected both the storied past and the building’s new contemporary purpose.
We developed the brand idea Modern Heritage—a concept balancing past and present that became the foundation of the identity. Inspired by the site’s history as part of the Devonshire House gardens, we reimagined a Victorian floral motif within a form echoing the building’s bespoke iron railings. Paired with a clean, contemporary logotype, the result is a refined identity that captures the spirit of One Grafton Street and its place in Mayfair.
Digital
To ensure consistency across every touchpoint, we produced comprehensive brand guidelines—covering visual language and tone of voice—and applied the identity to signage, digital applications, and marketing collateral, giving Pembroke the tools to launch the building with clarity and confidence.
Insight
Research, research, research…
Sometimes you need to dig a little deeper to uncover the foundations of an idea. With One Grafton Street we delved into the history and heritage of both building and place, as well as Pembroke’s ambitions for the refurbishment, to draw out our creative inspiration.
Modern Heritage was the distillation of our discoveries and guided our creative. Wander down Grafton Street or Hay Hill today and the One Grafton Street brand exudes a quiet confidence that befits its Mayfair home.
Ian
Creative Director
