Apparently London’s Greenwich peninsula — hitherto known to most as the spot where you can literally straddle time with one foot either side of the Meridian Line, or as the Millennium Dome-turned O2 Arena behemoth — is now “London’s new creative neighbourhood.”
That’s according to Droga5, which recently took on the task of creating the visual identity and campaign assets for the area’s new outdoor destination: The Tide.
As well as creating the destination’s visual identity, Droga5 was responsible for its naming. The agency says it was inspired by the site’s “unique position on the bank of the River Thames, which offers a new view of London over the water”, as well as the the idea of change to underscore both the movements of the river and the different sections of The Tide’s pathway.
The identity centres on a kinetic logo which, like the name, nods to the fluid nature of The Tide. Using its animated version as a starting point, the designs use a shimmery looping strip that morphs and twists into various formations throughout the branding’s applications.