Socrates were appointed to develop a name, brand and collateral for a new residential tower adjacent to Canary Wharf. Inspired by the area’s timber trade heritage, the abstracted visual language is symbolic of the aspen tree. Integrated into the principal brochure, this evangelised as a die-cut pattern on the dust jacket, printed in five colours and with use of metallic duotones and photographic imagery. The objective was to create a sense of place, demonstrating the developer’s commitment to design, craft and finish. As a result of the launch, 30% of the apartments have already been sold.