Charlotte Square

Branding a world heritage site

Charlotte Square is part of Edinburgh’s Georgian New Town – a designated UNESCO World Heritage site. Plans for extensive renovation and redevelopment work on the square will provide the city with its preeminent offices and our brief was to create a name, identity and marketing materials for this exceptional property portfolio.

Launched as The Charlotte Square Collection, the name evokes the rare privilege of being part of this limited edition architectural set.

The marque was inspired by the octagonal shape of its private central gardens and the interlocking Charlotte Square Collection initials. Our customised version of the typeface Avenir uses the bevelled accents of the carver’s chisel found across the site. Drawing on its architectural pedigree, a smart portfolio case was constructed with archival boxboard to hold the collection, and ties with traditional waxed string.