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
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.
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.
Open took a very complex subject and did their home-work thoroughly which resulted in a ﬁrst class piece of work which we can be very proud of.