Naming and branding a landmark development

New Bondway

Regarded as the “last piece in the central London jigsaw”, Nine Elms on the South Bank was an exciting regeneration project that planned to create schools, parks, 16,000 homes and 25,000 jobs. At the heart of the regeneration area was New Bondway: a multi-purpose tower developed by Citygrove and McLaren Property and designed by leading architectural firm KPF. We created the name, identity and website.

The name announced a new era for Bondway (the location of the development site) and the surrounding area, but stops short of alienating the local community. The identity has an air of understated luxury, which was designed to appeal to the broad cross-section of people who would inhabit and use this extraordinary building: from high-end apartments and affordable housing to commercial and retail opportunities.

The symbol supports this idea, with each section of the building rendered in a different style, while the colour palette – led by a rich bronze – establishes a tone both luxurious and down-to-earth. It’s a versatile identity that can adapt to suit different audiences, while remaining true to the core values of the development as a whole.

Having won planning permission, New Bondway was purchased in 2016 by DAMAC, the Dubai-based property company, who appointed Australia’s Lendlease to build the high rise property, now known as Aykon London One. The interiors of the 50-storey building have been designed by Versace and the offices and residential apartments facing the river Thames were snapped up in pre-sales.

As specialists in naming and property branding, we were obviously disappointed that New Bondway, the name we created along with the brand identity, is no more, but our clients McLaren Properties and Citygrove were delighted when planning permission was gained the site was sold to DAMAC for a reported £600m.



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