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 Landsec’s 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.
“"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 ThomasMarketing Director, WorkplaceLandsec
