Amplifying Camden’s spirit
Reimagine Camden in a 21st century context
Hawley Wharf is a new development opposite the iconic Camden Market that will evolve Camden for the future, with new retail offerings, collaborations, and events. It needed an identity that could celebrate the new destination, whilst still retaining the identity inherent to the area.
Build on Camden’s past
We built a design that communicated the spirit of Camden, famous for its punk spirit, rebellious creativity and strong community, but amplified it further. We translated this into bold colours, brave patterns, a defiant but welcoming tone of voice, and a flexible wordmark responsive to space and context. We also told the story of Camden in a set of distinctive photographs, with a strong sense of wit and creative perspective, offering a new take on Camden’s rich and varied history.