BLOG: Steve Edge of Steve Edge Design Ltd.
UK property developers Argent came to us looking for a contemporary and forward-thinking brand design for their R7 project. These days, many of the brochures you see for property developments are printed on glossy, coated papers. They often use very neutral colours which, while they serve a purpose, don’t jump out at you. For R7, we wanted to take a step away from that approach and try something completely different.
The vision that Argent had for the building itself was to deliver something with real standout that would appeal to the tech industry, and we wanted to emulate that in our design. Many of the buildings in the King’s Cross estate have been named after particular points in the location’s history so we decided to use the working title for the building: ‘R7’. The name references Argent’s tenure on the site and also plays with the progressive tech theme which we were looking to deliver.
For the 68-page brochure, we took the pink façade of the building as inspiration and used neon pink as the lead colour, adding striking metallics on an off white paper, which really communicated the creative space that Argent had created. Cyclus 100gsm worked really well in delivering the look and feel we wanted from the brochure.
The end product was exactly what we had hoped for – an excellently printed brochure which really shows off our design and stands out from a mile away. We’re really proud of what we created, and we’re thankful to the various contributors who came together to make our design really shine.
Steve Edge founded his design company, Steve Edge Design Ltd., in 1982 and has since worked with some of the best-known names in the country, including Cartier, Dior, Skanska, Fortnum and Mason, Hamleys, Purdey Gun and Rifle Makers, and Essential Living.