We created the name, visual identity and launch marketing for Carpenters Wharf, a canal-side residential development by Anderson in Fish Island, Hackney Wick.
The brand aims to capture the aesthetic of the building’s architecture, while reflecting the spirit of Fish Island — a place with a rich industrial history and now home to one of London’s most vibrant creative communities, where many of the old factories and warehouses have been repurposed into thriving bars, breweries, restaurants, galleries and workspaces.
After researching the local area, we discovered that for fifty years the site was home to luxury furniture maker A. Younger, who shipped timber down the canals to use in their designs. This was the inspiration for the name and visual identity.
The visual mark references the craft and expertise of the furniture makers through its dovetail joint, combining a ‘C’ with a nod to the name of the location through the subtle fish symbol.
This expands into a graphic system based on the end-grain of wood stacks found in the workshops and timber yards that once populated the island.
Working with local letterpress artist Thomas Mayo, as well as The Caseroom Press, we used locally-sourced wood to create a bespoke set of prints that became the building blocks of the identity. A stacked typographic approach uses the woodblock prints and the typeface GT Pressura, inspired by type stamped on wooden shipping boxes.
The idea of ‘making’ is intrinsic to the brand — from the craft history of the area to Anderson’s dedication to quality materials, creating a building that is both distinctive, yet feels at home within the industrial landscape of Hackney Wick. This led to the brand’s key messaging — ‘Made of character’ — which became the basis of the visual and verbal language.
Materials include a launch brochure, signage, window installation, events materials and a website.
Jack Renwick Studio — naming, branding, marketing materials
Thomas Mayo and The Caseroom Press — printmaking
Andrew Urwin — area photography
Nick Asbury — copywriting
Sev Furneaux — web developer