As part of a £20million refurbishment of the iconic London homeless hostel Arlington House, 400 was approached to develop a strong brand identity to match the forward-thinking new strategy for the building.
The new Arlington focuses on providing accommodation for vulnerable individuals alongside social and commercial enterprises that will provide routes back into society for residents. Our challenge was to create a distinctive brand to reflect this new mixed community, the ground-breaking approach to tackling London homelessness, and the physical attributes of the building itself. The multi-faceted mark that we developed captures how the different tenures work in harmony to create a bold, vibrant hub for housing and enterprise.
Following the development of a new brand identity for Arlington, our next challenge was to extend the vibrant visual style to the internal
way-finding system of the building itself.
The bold palette we employed in the identity to represent the multi-faceted nature of Arlington evolved into a distinctive colour-coding system which would make navigation throughout the huge building as intuitive as possible.
Lower-case typography and solid colours were combined to create a legible, sensitive and consistent system that ensured a welcoming environment for the potentially vulnerable residents.