Brand Audit
Visual Identity
Naming
Motion
Digital
Wayfinding
Campaign
London Arches is a city-wide placemaking initiative by Transport for London, focused on regenerating and repurposing railway arches across multiple boroughs. Our task was to create a full brand strategy, from naming and identity through to campaign execution, for this umbrella project that would house multiple locations, beginning with Wood Lane Arches.
We developed the full name and concept for London Arches, establishing it as a flexible platform for the regeneration of TfL’s vast railway arch estate. The brand needed to reflect both the city’s heritage and its evolving cultural energy, while remaining scalable and adaptable for future sites.
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.
