Apex One is a bold new landmark in Nine Elms, rising 26 storeys above New Covent Garden Market. A Build-to-Rent development by Sable Capital, it delivers 201 studio, one, two, and three-bedroom apartments, alongside a two-storey steel Pavilion with premium amenities, retail, and a podium garden. As the first building in the wider masterplan, Apex One signals the beginning of a new era for this rapidly evolving district.

Rooted in the industrial heritage of the area, the architecture draws inspiration from the Victorian railway era. The distinctive triangular red brick tower reflects the precision and craftsmanship of engineered masonry, creating a strong connection between past and present. The materiality and form ground Apex One within its surroundings, reinforcing its presence as a striking addition to the London skyline.

We crafted a brand that embodies this industrial legacy while positioning Apex One firmly in the future. The logotype captures the raw structural character of the building, incorporating its unique footprint into a bold, industrious sans-serif typeface. Offset by a refined serif, the result is a distinctive identity that balances strength with elegance, mirroring the tower’s presence within Nine Elms.

A graphical visual system inspired by railway signalling forms the foundation of the brand. Abstract yet precise, it creates a visual language that communicates the site’s rich history while maintaining a refined, contemporary aesthetic. A muted yet luxurious colour palette enhances the brand’s timeless appeal, ensuring Apex One feels both rooted and forward-facing. Designed with intent, built with purpose, this is a brand that connects past and future to shape the next chapter of Nine Elms.