GRAPHITE SQUARE
Agency: DD London
Client: Third.I Group
Lead Designer: Jotham Tonge
My Role: Brand Refresh in collaboration with Jotham Tonge
Deliverables: Strategy, Re-Brand, Copywriting, Print, Digital, Marketing Materials,
Wayfinding, Art Direction
Credits: www.ddlondon.com, www.graphitesquare.uk
In the heart of London’s vibrant Vauxhall district, Graphite Square offers a sophisticated urban living experience, melding the rich tapestry of industrial heritage with the finesse of contemporary design.
Located just moments from the River Thames in Zone One, Graphite Square provides access to the very best that London has to offer, alongside excellent connectivity. The development features warehouse-inspired spaces with spectacular views of the river and the London skyline, as well as shared outdoor access to private landscaped podium gardens.
This prime position in an energetic and growing neighbourhood, is the gateway to a truly connected London lifestyle.
Following a comprehensive audit of the existing brand, we identified key issues related to overcrowded layouts, inconsistent asset use and a lack of connection to the site’s unique heritage and audience. Our rebrand reintroduces clarity, cohesion and purpose by drawing from the industrial character of the architecture and the site’s historic context.
We retained the underline as a distinctive graphic element but evolved its meaning by taking direct inspiration from the site’s architectural sawtooth roof detail. This gives the underline greater relevance and anchors it more specifically to the physical identity of Graphite Square. It now serves not just as a stylistic device but as a subtle reflection of the building’s form, bridging the industrial character of the architecture with the brand’s visual language.
The updated visual identity includes a considered logotype and marque, supported by a new colour palette rooted in graphite, muted red and sandstone tones. These colours are drawn from both the architectural materials and the site’s manufacturing legacy. A new typographic system and simplified layout structure allow content and imagery to breathe, elevating the overall tone and improving legibility.
The brand refresh is aligned with four refined buyer segments, each with specific motivations:
International Investors
Demographics: Primarily based in APAC and the Middle East
Psychographics: Seeking capital growth and strong rental yield in a connected, mixed use development. Drawn to London’s investment stability and Graphite Square’s tenant appeal.Affluent Young Professionals
Demographics: High earners (average household income £200,000 to £250,000)
Psychographics: Design conscious buyers who value connectivity, architectural style and access to lifestyle amenities within the VNEB masterplan area.International Students and Families
Demographics: International students (often parent funded), and families relocating or investing
Psychographics: Seeking security, good educational access and outdoor space. Often require guidance through the UK buying process and are focused on long term investment.Domestic Buyers
Demographics: UK based professionals from the Home Counties and current tenants within the VNEB area
Psychographics: Attracted to design led homes with views and a central London address. Often looking to move from rental to ownership within a familiar neighbourhood.
This refined identity ensures Graphite Square resonates with these key audiences, balancing industrial character with modern sophistication and positioning it as a secure, design led investment in the heart of one of London’s most dynamic regeneration zones.