8 Bishopsgate is an elegant new London skyscraper designed for a new generation of workers
In a market of noisy ‘look at me’ neighbours, we created a brand that dialled the noise down and turned the inspiration up — introducing ‘a building for ideas’
A building for ideas
In the drive to renew excitement post-pandemic, the City of London emphasised the stimulating nature of working life in the financial district. But in all the noise, our brand for 8 Bishopsgate hits a different note, responding to talents’ broader calls for more focus, connection and learning — something we coined as 'a building for ideas'. We brought this story to life in a film highlighting the counter-productive rush to over-stimulate.
We also redefined a core part of the building as the ‘Think Tank’ — a programmed auditorium that puts the brand idea at the centre of the workplace experience.
Constructing the logo from the architectural blocks honoured the tower’s distinctive silhouette. Each block is a metaphorical container to fill up with ideas.
Quiet confidence, big productivity
To make this uplifting sense of inspiration more relatable we commissioned illustrations by Doug John Miller. They took centre stage in a second film to visually express the benefits of an environment conducive to uncluttered and undistracted work. Photography from Renee Kemps then captured the height, views and quality of experience to introduce the completed building to the world.
We worked with Made by Stella to create a film that cut through the noise with a punchy campaign line: ‘Next level working’.
From the 50-storey views to quieter moments in the cafe or Think Tank, sweeping scenes in and around 8 Bishopsgate added extra excitement for the launch moment.
Defying market forces
Our brand positioned this as a place where ideas can proliferate without the stifling effects of too much buzz, rush and noise. The response from the market was felt instantly — three major companies joined in the first month alone, defying lacklustre market trends and outperforming even the most ambitious targets.
