Nine Elms has been described by Boris Johnson as “the last and greatest redevelopment in London”. Saffron were tasked by a stakeholder group including local government and real estate developers to create a brand for the area aimed at wealthy foreign investors, the local community and the wider London public. The kaleidoscope concept represents the transformational nature of the redevelopment project; changing, growing and in a constant state of progression.

Saffron Brand Consultants – Naming, Concept & Brand Identity, 2011