As an agency, it’s not often you get the opportunity to brand one of London’s biggest landmarks. Camden Market has been a rite of passage for pretty much anyone within the capital, and when MarketTech bought up a substantial amount of real estate in Camden in 2014, they had a vision of rejuvenating the area in a bid to re-establish it as a go-to creative hub.
We developed a brand that unified parts of Camden under a common identity, reflecting the personality and heritage of its past, whilst providing for its cultural aspirations. Graphically, stacked and overlapping abstract shapes conveyed the multi-layered diversity of Camden’s markets. The overall feel was raw, contemporary and individualistic to demonstrate Camden Market’s position as a leader not a follower.
This brand identity comprised a family of logos for the individual markets, then rolled across all parts of the business from physical surroundings to the burgeoning website.
In December 2014, the Camden Market became part of the largest ever floatation on AIM, valued at £750m – a 50% increase on the initial investment.