I first started working with Master Developer Urban&Civic back in 2011 (with Northbank) on their Alconbury Weald development. As one of Urban&Civic’s key strategic sites, everything at the former Cold War airfield in Cambridgeshire is on a vast scale, with 6,500 new homes and over 3 million sq ft of business space.

Any new brand starts with a logo, words and pictures, but during the early stage of development—without having completed buildings or infrastructure to photograph—I created a user-friendly set of pictograms which grew in numbers over time.

This uncomplicated, playful, friendly graphic language of pictograms and supported messaging helped bring the brand to life in the first years, ensuring material was never dull and always recognisable as ‘Alconbury Weald’.