Eagle Loft is a new creative hub for creative professionals, right in the heart of Kelham Island, Sheffield. Offering a flexible working environment for likeminded creatives, with desks and private spaces available on low-fee, hassle-free terms.
The challenge was to create a brand identity and brand language that would appeal to a select bunch of creative professionals and attract them to work in an enviable and bustling hub of creative activity. The brand needed to feel authentic and sympathetic to the industrial heritage of the building and surrounding area of Kelham Island.
Our approach was to play on the name of 'Eagle Loft’ which came from the original name of the building - Eagle Works, built in 1835 and used to refine steel. We created an on trend and industrial identity that nods to the past and the buildings heritage, whilst dialling up current design styles in order to appeal to a crowd of invite only, creative professionals.
The mark combines eagle wings whilst also symbolising the original loft beams to create strong, memorable graphics that can be implemented across the brand language, along with variations of the identity. The colour palette uses greys mixed with a bright green to enhance the juxtaposition between industrial heritage and contemporary tastes. While the choice of typeface is sympathetic to vintage signage with a touch of modern nuances to create a language for the brand that supports the graphical content.
Email and printed invitations were also created for a select bunch of creative professionals on an invite only basis alongside a website, posters and signage.