CARGO is a substantial 340,000 sq ft office development at the epicentre of London’s Canary Wharf. Requiring a brave new positioning and identity, the result is a diverse brand language inspired by the area’s rich trade heritage. Articulating the building’s waterfront location, the brand also seeks to evangelise the new Crossrail Place amenity and connections hub. CARGO tells a compelling story of shipping containers, with a bright and colourful palette and mixture of iconography, photography, and collage to articulate a playful and unique lifestyle destination. Bold, condensed typography is evocative of the packaging associated with trading, and from branded crates to a GIF animated website and social media feed – a dynamic, multi-layered landscape is at the forefront of its design. The collateral, both print and digital, was designed to celebrate the curated offer for both work and play; the ambition being to demonstrate a vibrant workstyle destination that challenges a heavil...