A new destination

Pope Wainwright have partnered with Anglo American and De Beers Group to develop a stand-alone identity for 17 Charterhouse Street, their new 142,000sq.ft. home in London that was created by MCM Architects.

17 Charterhouse St coffee area
17 Charterhouse St coffee area

Building Identity

Celebrating the unique history and qualities of these two global brands we developed a coherent design approach that supports each business and allows moments of co-branding to exist when required in shared spaces. This culminated in the creation of a new destination identity: 17 Charterhouse Street.

Briefing document
De Beers signage
De Beers signage

Design Principles

A set of guiding principles articulated how each brand could live across environments, communications, and signage. This included C-Suite stakeholder engagement, furniture selection, brand palettes, materials, finishes and signage. We facilitated conversations between clients and architect, ensuring full alignment at board level and cultivated effective decision making throughout the project.

Shared signage
Security pass
Security pass
Logos