Recreational was commissioned to develop marketing creative for the commercial leasing of renovated space on this 1869 factory site. Central to the creative strategy was defining the strong heritage link and the contemporary relevance for modern commercial use today. The simple name, The Works, was already well established. The task was to elevate it into a unique identity.

The branding is composed of multiple graphic devices throughout the marketing to reinforce the unique and historical nature of the property. All devices work independently of each other if required. A central icon device, or mark, is the H drawn from the logotype to convey the factory stacks and buildings that once dominated the skyline.

From detailed architectural drawings, Recreational was able to recreated rich illustrated plan views of the building spaces. In the absence of final photography due to construction work, illustration and graphics became key to communicating the spacial information.

The logo typography is entirely handmade by Recreational, with every letter carefully crafted for balance and weight. The final design inspired the H logo mark as illustrated below.

The colour palette draws inspiration from letterpress paper and printing techniques with a modern twist of warm red.