Lee Abbey London – The Smithy Creative
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Lee Abbey London

Lee Abbey London provides accommodation to international students and staff from around the world. We were asked to work on their complete rebrand, dovetailing it with their building and renovation project.

Leading brand workshops with staff, students and researching the competition, it was clear that they weren’t communicating what makes them unique – their focus on relationships. The big idea of ‘share your story’ invites people to live their lives together, welcomed for who they are – whether studying or working – and to join a vibrant and eclectic community.

The use of strong photography and personal quotes reinforce the story idea. A variety of elements provide flexibility in how the new identity can be used. These included a bright colour palette, arrows from the reworked ‘compass’ logo used as wayfinding, quotation marks, background patterns and an association roundel linking back to the wider Lee Abbey movement.