Oxford Properties | Blue Fin Building
Reinvigorating a London icon
Time waits for no one, and at J2, it’s crucial for every brand we deliver to be something that will work today, and tomorrow. Because nothing should be created to stand still.
Already a well-known part of London’s South Bank, Oxford Properties’ Blue Fin Building needed a flexible new brand to better reflect the addition of exceptional communal amenity spaces and grow alongside the area. That’s where we came in, developing a bold, contemporary look and feel that reflected the building’s vibrant colours and sharp, geometric shapes. With an instant impact, the new brand repositioned the Blue Fin Building as a more modern presence, improving its appeal to potential occupiers, and helping it stand out in a crowded market.
Bringing the brand to life
The evolved and still-evolving brand is visible throughout the building, refreshing everything from signage and wayfinding to internal comms and even events – with a reception activation developed by the J2 team. It’s not a brand that stands still. Instead, the large lenticular canvas has been transformed into a changing piece of artwork that reflects the building and its local community, as they change alongside it.
