Computer Arts - USA (2019-09)

PROJECT DIARY

COMPUTERARTS.CREATIVEBLOQ.COM

SEPTEMBER 2019

One of the complications we encountered
was the council stipulated people had to be able
to see in. So the hoardings were designed with
clear Perspex apertures. This allowed passers-
by to look in without stopping us from displaying
our main brand image – the lips – and the lively
green colour. The slatted appearance of the
brand carried over into other areas of the design,
such as the brochures and website.
The brand experience continued into the
marketing suite. We wanted to present arrivals
with the antithesis of the historical Doric
columns they’d seen outside, taking them
down a rabbit hole into the forward-thinking
21st-century space Delancey was creating. The
space was split in two; a welcoming playful area,
with a secret door where the more functional
information was presented in meetings.

THE VERDICT
By Mark Davies
Our client loved the big idea and sense of fun
and playfulness in the brand we designed.
They really got behind the brand and immersed
themselves in ideas for the marketing suite
and the potential of where it could go. Pink pool
table, neon lights... you name it.
Feedback from Delancey was really positive:
“me&dave understood that this was all about
bringing the old and the new together in a
sensitive but exciting way. The creative team’s
innovative strategy really demonstrated that
historic Royal Mint Court has a fresh and
significant role to play in modern London life.”
In terms of effectiveness, the fact that the
site was sold to one occupier speaks for itself.
We’re so proud of the brand we created.
Commercial property hasn’t always been like
22 Bishopsgate and similar brands that you see
today. When we began Royal Mint Court, the
commercial sector was more risk adverse and
this was a rare project from a forward-thinking
client, who was willing to break the mold. It was
a pleasure to be a part of it.
11

10 Regulations

stipulated that

the hoarding

around the

redevelopment

had to be broken

by gaps for the

public to see in, so

me&dave turned

the slats into a

feature of the

brand’s graphical

approach.

11 me&dave

extended the

brand experience

into a reception

room and meeting

area for the sales

team, richly

infusing it with

visuals as a way of

highlighting the

new things

coming to the

200-year-old

setting.

PROCESS

Like the branded hoardings around

the site during development, we

used a splicing visual device, which

allowed us to layer the photography.

It worked well digitally and for the

brochures, which we delivered in die

cut slipcases.

We photographed close-ups

of surrounding buildings and the

immediate area, bringing together

people, architecture, markets, etc.

From these we generated textures,

layering them over the imagery to

create contrast – old stone versus

new marble, a juxtaposition of

ancient and modern.

The slipcases gave us the

opportunity to create a big reveal.

Pull out the brochure and you’re

faced with the last thing you’d

expect. We wanted to guarantee

this moment of surprise.

OLD

VERSUS

NEW

Mark Davis explains the

approach to the Royal

Mint Court literature

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