St James’s is an area of central London. From street level to online, our brief was to present St James’s to retailers, offices and a discerning global customerbase as the ultimate antidote to the British high street. Our self-imposed graphic structure ties together diverse outcomes with one common thread. Drawing inspiration from St James’s heritage, we updated its identity. Old tailoring patterns boldly reinvent street presence; punchy blues pick out illustration and duotone fashion spreads on delicate stocks; traditional newspaper layouts inform the destination website.
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