Storey, a new subsidiary of British Land, provides office space for companies that employ between 20 and 70 people. British Land wanted to do away with the often-adversarial concept of the tenant/landlord relationship and asked DixonBaxi to instead create a new concept based on service and partnership. Even the new name—Storey, part of the design firm’s response—reflects the new proposed relationship: the client wants to help its guests tell their stories.
Symbolizing partnership are groupings of colored geometric shapes that interact to demonstrate definitions including growth, evolution, collaboration, incubator, and simplicity. Each arrangement of shapes shares a different mini-story.
Read more about the new identity here.