Anglo American and De Beers Group required a shared headquarters in central London that would support two distinct global businesses under one roof. The 142,000 sq. ft. building, designed by MCM Architects, needed a clear identity and building strategy that reflected both organisations while remaining neutral, elegant, and fit for shared use.

The challenge was to align different ambitions, values, and ways of working within a single environment.

We created a standalone destination identity for 17 Charterhouse Street and developed the overall workplace brand strategy. We worked closely with c-suite stakeholders from both organisations to align brand values and ambitions, and translated this into a clear brief for architects and suppliers.

Our work spanned identity, workplace strategy, environments, and wayfinding and signage. We facilitated ongoing collaboration between client teams and the design delivery partners to support clear decision-making throughout the project.

• A neutral, shared destination identity supporting two global brands
• A clear workplace strategy reflecting both organisations’ values
• Cohesive environments, wayfinding, and signage across the building
• Strong alignment between stakeholders, architects, and suppliers
• A workplace that allows for both separation and moments of co-branding

Giving the building a clear and confident voice that represents both organisations while supporting shared ways of working.