Real Estate

Thirty High

The new high for the workplace

Built in 1962, with original brutalist architecture inspired by buildings constructed in the same period in Milan and NYC, the formerly named Portland House is an impressive, stand out form on the Victoria skyline. Today it serves as a central feature in Landsecs placemaking in the West End of London. Our work researched the mindsets of today's employers and their workforces, understanding that expectations of the workplace have altered dramatically post-pandemic and that flexibility, sustainability and amenities are critical factors in attracting and retaining talent and developing an effective workplace culture.

The transformation of Portland House is heralded with a new brand idea and name, Thirty High. This was created to exhibit the re-imagined architecture and class-leading mix of workspace and amenities. Overall, Thirty High positions the building as the iconic highpoint for London and the highpoint for the workplace of today and tomorrow.

The design system was developed to support pre-sale, in-sale, and post-sale phases and is inspired by the structures, materials and finishes specified by the architect. The new impressive emerald portico at street level has inspired the colour system and a graphic asset deployed to deliver key message content. A suite of assets including agent and customer campaigns, site hoardings, agent pre-let packs, website, digital / social ads, showroom and on-floor experience were developed to accompany the launch.

www.thirtyhigh.co.uk

The new high for the workplace

Built in 1962, with original brutalist architecture inspired by buildings constructed in the same period in Milan and NYC, the formerly named Portland House is an impressive, stand out form on the Victoria skyline. Today it serves as a central feature in Landsecs placemaking in the West End of London. Our work researched the mindsets of today's employers and their workforces, understanding that expectations of the workplace have altered dramatically post-pandemic and that flexibility, sustainability and amenities are critical factors in attracting and retaining talent and developing an effective workplace culture.

The transformation of Portland House is heralded with a new brand idea and name, Thirty High. This was created to exhibit the re-imagined architecture and class-leading mix of workspace and amenities. Overall, Thirty High positions the building as the iconic highpoint for London and the highpoint for the workplace of today and tomorrow.

The design system was developed to support pre-sale, in-sale, and post-sale phases and is inspired by the structures, materials and finishes specified by the architect. The new impressive emerald portico at street level has inspired the colour system and a graphic asset deployed to deliver key message content. A suite of assets including agent and customer campaigns, site hoardings, agent pre-let packs, website, digital / social ads, showroom and on-floor experience were developed to accompany the launch.

www.thirtyhigh.co.uk

The new high for the workplace

Built in 1962, with original brutalist architecture inspired by buildings constructed in the same period in Milan and NYC, the formerly named Portland House is an impressive, stand out form on the Victoria skyline. Today it serves as a central feature in Landsecs placemaking in the West End of London. Our work researched the mindsets of today's employers and their workforces, understanding that expectations of the workplace have altered dramatically post-pandemic and that flexibility, sustainability and amenities are critical factors in attracting and retaining talent and developing an effective workplace culture.

The transformation of Portland House is heralded with a new brand idea and name, Thirty High. This was created to exhibit the re-imagined architecture and class-leading mix of workspace and amenities. Overall, Thirty High positions the building as the iconic highpoint for London and the highpoint for the workplace of today and tomorrow.

The design system was developed to support pre-sale, in-sale, and post-sale phases and is inspired by the structures, materials and finishes specified by the architect. The new impressive emerald portico at street level has inspired the colour system and a graphic asset deployed to deliver key message content. A suite of assets including agent and customer campaigns, site hoardings, agent pre-let packs, website, digital / social ads, showroom and on-floor experience were developed to accompany the launch.

www.thirtyhigh.co.uk

Services

Services

Strategy

Strategy

Identity

Identity

Year

Year

2025

2025

"This building is amazing and I can't wait to see the final pieces come together throughout the year. Thanks to the incredible Gemma Fulcher and Jonny Westcar at Phoenix Studios for creating a suitably beautiful brand, and Kels McInnis, John Human, Andrei Dolnikov at Binyan Studios for bringing Thirty High to life and giving us all the feels. And big thanks to Katie White and Cathy Griffiths. Smashed it."

Lucy Thomas

Marketing Director, Workplace

Industrial Safety

REGALTAG

Industrial Safety

REGALTAG

Industrial Safety

REGALTAG

Food & Beverage

Domori

Food & Beverage

Domori

Food & Beverage

Domori

Healthcare

The London Clinic

Healthcare

The London Clinic

Healthcare

The London Clinic

Stay in touch. Subscribe to our updates.

© Phoenix Studios 2025

Stay in touch. Subscribe to our updates.

© Phoenix Studios 2025

Stay in touch. Subscribe to our updates.

© Phoenix Studios 2025