110 Queen Street
identity & campaigns

Striking the balance between sophistication and humour with a property brand designed for longevity

Identity Design, Print Design, Digital Design, Advertising

Challenge
After acquiring 110 Queen Street in Glasgow, our longstanding client, BAM Properties established plans to develop the site into a major commercial and retail space at the heart of the city. To support this development they required a striking identity that would reflect Glasgow’s unique heritage and personality, whilst having the longevity to work across a range of marketing activity throughout the project’s lifespan.

+ Solution
Our key strategy was to get everyone talking about 110 Queen Street. The nearby iconic statue of the Duke of Wellington, invariably capped with an orange traffic cone, provided the inspiration for a playful identity that perfectly captures local pride and humour in a sophisticated and modern manner. Messaging is cleverly built around the 110 identity to create a benefit led language that encapsulates the flexibility required for the brand’s longevity.