Services

Naming Strategy / Brand Identity / Brochure Design

Challenges

As London continues it’s unprecedented growth, major commercial and residential hubs are crucial areas for investment and regeneration. No more so than Ilford, with the arrival of Crossrail in 2019. This premier development of 35 residential units, located in the heart of Ilford, reinforces this trend and builds on London as a world-class destination to both live and work.

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Adam Challis, Head of Residential Research. Jones Lang LaSalle

“Areas experiencing significant regeneration to combine with the Crossrail effect will benefit most, but all Crossrail locations will reap the rewards of a higher profile alongside greater consumer and developer interest.”

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Approach

With an abundance of new developments in and around Greater London, how do you make OTO unique and attract residential occupants. Using the heritage of the town to underpin the core identity provides the new and modern development with a history to share.

The name Ilford is steeped in history. Known as the supplier of black and white lm, it has influenced the thinking, architecture and ethos of the building and therefore the naming strategy and development identity.

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Solution

In 1879, Alfred Hugh Harman founded Ilford Photo – a manufacturer known worldwide for its black-and-white photography film. This rich narrative has influenced the thinking, architecture and ethos of the building. The simple and contemporary name, OTO, is taken from the word photo.

The execution of the brandmark and the accompanying black and white identity, pays homage to the graphic identity of the photography company, acknowledging it’s considerable contribution to the Ilford brand.

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Rob Wade, Group Creative Director

“Channeling the history of the town Ilford to create a distinctive name and identity for a luxury, modern development was a great and unique opportunity for us to bring this incredible heritage into 21st century design.”