4 Millbank returned to the market as brand-new, fully fitted office space in the heart of Westminster. We were asked to give the building an identity that matched its new standard: a rebrand that would reposition it for today’s modern occupiers and bring its location and specification to the fore.

Alongside the building brand, we created an identity for its new on-site gym. We developed the visual identity and copy so the gym could stand on its own as an amenity while still clearly belonging to the wider 4 Millbank brand.

The result is a two-part brand system: a building identity with the authority its Westminster address calls for, and a gym brand with its own energy that gives occupiers another reason to choose 4 Millbank.