Wickside isn’t just another regeneration project. It is a bold, living expression of Hackney Wick’s creative spirit. Unfiltered, unapologetic, and built to defy expectations. This seven-acre canal-side neighbourhood brings together homes, workspaces, and cultural venues, framed by a 200-metre linear park and a new bridge linking Fish Island to Hackney Wick. More than 500 homes will sit alongside independent businesses, art studios, galleries, and a brewery, shaping a place defined by people, not plans. Appointed by Sable Capital, we were tasked with creating a master place brand that could shape Hackney Wick’s future while staying true to its heritage.

Hackney thrives on originality. A place built on creativity needs a brand that does more than exist. It has to make an impact. We rejected rigid frameworks in favour of an identity driven by energy, movement, and expression. Wickside embraces the chaos, celebrating its community through a bold and vibrant colour strategy. At its core is the kinetic “W” Line, a pulse of motion and connection. It flexes, adapts, and evolves. Never static. More than a mark, it is an attitude. A living reflection of Wickside’s untamed spirit.

This isn’t branding as usual. It is a system that moves with the place, not just labels it. Instead of a rigid identity, we built something that thrives on change. Three core pillars shape the experience. Live. Work. Play. Each brought to life through interchangeable bright and dark tones. A dynamic approach to wayfinding, storytelling, and expression. Life in Colour is more than a tagline. It is a mindset. A call to create, disrupt, and redefine. A place where identity is fluid, creativity is boundless, and every moment is lived in full colour. This isn’t a static brand. It is an ever-evolving invitation. Wickside is ready. Hackney Wick is watching.