Project overview
50 Bothwell Street is an iconic Victorian era landmark that’s been at the heart of Glasgow’s central business district for over a century. After being vacant for just over four years works got underway on a £35m redevelopment in February 2022. While a ‘Grade A’ redevelopment will retain the elegant sandstone façade, a brand new building comprising 90,000 sq ft across six floors, will create a natural light-filled, contemporary office specification.
To kick things off we ran a brand workshop with the key stake holders and agents. The themes the team kept returning to were ‘light’ and ‘nature’. The building’s new central atrium will flood all six floors with natural light and biophilic design is key to the building’s success.
Sidebar: Biophilic design is a concept used within the building industry to increase occupant connectivity to the natural environment through the use of light, nature and space.
We called the building ‘Lucent’ which means glowing with light / luminous. After this breakthrough we worked on developing a brand identity that would be as sophisticated and elegant as the building itself.
What we did
Brand workshop
Brand positioning
Brand identity
Website
Guidelines
Motion
Digital design
Print collateral
With the concept of light and nature front and centre we created a set of tiled patterns inspired by sunrays and ferns. A secondary, geometric pattern designed around the letter L for Lucent is embellished with deep, fuzzy drop shadows that accent a natural light source. This works best on larger scales such as hoardings and scaffold wraps, whilst the sunray tile is most effective at smaller scales on media such as business cards and glass vinyls.
Other brand elements include animations of dappled shade played through the foliage of interior plants. On the website images and headlines appear as if bursting in with light. Everything is connected to the colour palette which is both contemporary and fitting for such a refined and elegant red sandstone Victorian building.
Please note: Some images are for indicative visual purposes.
