The Acre
Place brand
A landmark of positivity
The Acre
Place brand
A landmark of positivity
What if where we work had the power to create calm and optimism? A modernist icon in vibrant Covent Garden has the rare opportunity to do just that.
We created a joy-filled brand and stand-out campaign for a building that helps people love what they do.
Cornering good vibes
The original building was a local landmark and 80s behemoth, taking up one whole block of Covent Garden’s historic Long Acre. But architecture firm Gensler had transformative plans to turn this drab fortress-like space into a beacon of workplace positivity.
Combining visual cues from the original indented facade with a sense of a brighter future, we created an expressive brand and visual language based on interlocking colourful corners.
To reflect its reimagined incarnation and the exciting scale of this workplace destination, we devised a confident new name: The Acre.
Illustrating a brighter tomorrow
Workplaces of this large size are rare to find in London’s charming heartland.
To capture this special opportunity, the brand evokes the everyday working life in this glorious neighbourhood with a world sketched with bustling streets and serene Sundays in line-drawn illustration: the work of Ilya Milstein, Alec Doherty and William Luz.
In our brand film, we also worked with Made By Stella to knit together animated illustration with street scene footage and interior imagery to capture the life that will fill The Acre once it’s complete.
Warm and welcoming
Our marketing suite space draws on the natural textures and generous daylight that mark out the transformed architecture, with slatted wooden dividers, integrated planting and luxury fabrics conjuring up the future of the building.
The centrepiece is the digital experience from Showhere that seamlessly combines animation, maps and presentations with the controls of the marketing suite — creating a positive impression for every visitor.
“DNCO didn’t just create a visual signature; they forged an emotional connection, turning The Acre into an unforgettable experience”
James Myburgh, Northwood
