St James’s
The place that became a brand
Despite its rich fashion heritage, high-end restaurants, and world-class galleries, St James’s was little-known or understood in the public imagination. We redefined this central London area as a modern heritage brand.
Creating a relevant brand
We crafted a brand motif for St James’s — the pelican. Introduced to St James’s at the exact time of its foundation, pelicans are also a treasured symbol of protection and guardianship — neatly reflecting the work of The Crown Estate in the area.
We paired the pelican with a contemporary word marque, referenced from the area’s many grand statues, and the use of a vibrant fluorescent pink, which became a defining and definitely modern expression for the new brand.

A compelling and comprehensive vision
The branding came to life across a comprehensive set of marketing tools, covering every aspect of the brand from business cards to large-scale hoardings and from maps to consumer-focused area guides.





The personal voice of St James’s
Through a robust content strategy, dn&co oversaw the multi-platform editorial output for St James’s to define the area in the minds of the public and luxury industry. Channels include a quarterly newspaper with a circulation of 40,000, a mobile-first editorially-led website, an engaging social media voice, and a regular and informative email newsletter.







Immersed in the brand experience
We created a stimulating 3,000 sq ft exhibition space for The Crown Estate to demonstrate their vision, showcasing the brands that define the St James’s experience.



A distinct photographic approach
St James’s is full of unique people, places, and craft processes. Our photographic approach documents the many sides to this slice of the city with both a deep respect but modern take on its visual riches.

