The Acre

A landmark of positivity

  • Client

  • Location

    Covent Garden, London

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 MilsteinAlec 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

Get in touch with our team