The Atlas Building is a new, proper swanky London residential development that looks down on the Silicon Roundabout in trendy Shoreditch.

Working with property marketing super gurus, Conductor, we developed the existing brand to help promote sales using a more lifestyle-led approach. More lawless, when everyone else defaults to property marketing blando clichés and glossy CGIs.

We went with an idea of representing lifestyle through stylised models. We brought in photographer supremo John Ross to get the classy look we wanted. He’d just done that brilliant Stormzy album cover and we wanted some of that swagger.

We developed the messaging and headlines, evolved the brand identity further. Everything needed to look a million dollars. Or a million pounds, to be more precise.

It was nice when one of our designers sent us a photo of the British Airways in-flight magazine she was reading which had one of our Atlas ads. Lawlessness in high places.

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