The identity centres around the London Arches wordmark, where the double O’s are sliced into semi-circles, creating a simple, instantly recognisable arch motif. This arch device became the key graphic language across all brand assets, from signage to animations, ensuring a strong but flexible system that can scale as new locations launch.
To create clear distinction between locations, we introduced a modular sub-brand system using TfL’s existing tube line colours, assigning each site the shade of its closest underground station. For example, Wood Lane Arches adopted the Hammersmith & City Line pink, linking it directly to its surroundings while strengthening London’s existing wayfinding logic.
We delivered a full suite of brand materials, including printed brochures, a fully responsive website, HTML emailers, launch activations, video content, onsite signage and wayfinding. The result is a highly considered and fully integrated placemaking identity, designed to serve both individual developments and the wider TfL portfolio for years to come.