With several other buildings making noise in the high-rise office marketplace, differentiation was key. The unconventional design of this building would need to be highlighted. Never before has London seen a building that gets bigger the higher you go.

Before considering the physical side of delivery, it was key for us to spend time researching the market into which this development would be delivered. It became apparent to us that in order to differentiate this product, we would not be launching a ‘tower’.

This was no tower, this was a building, a very clever building that challenged convention and therefore would be positioned as the smart thinker’s choice. The strapline ‘The building with more up top’ was born, an elegant brand mark created and a sophisticated marketing suite delivered.