To create a dynamic identity which showcased the fact that 142 was a creative facility, not a corporate arm of the U.S. umbrella brand. To use the solution across all disciplines and to come up with innovative ways of communicating this new identity, new structure, new facility and new departments, both internally and externally.All communication needed to be co-coordinated between the UK and US offices with bi-weekly conference calls to L.A. and the agency to be responsible for all production and installation.

We were given the name 142 because of the significance of Film House 142 Wardour St. This address has been synonymous with film and TV postproduction for many years.Because of the problem with the perception of the main brand, we developed a tagline, ‘the creative heart of Soho’.From here we decided to work with the numbers and found the best combination to be from random typefaces. We then thought of the idea of underpinning the brand with 1000s of photos taken from all over the Soho area.2 photographers then shot pictures for a week.

The feedback for the client has been tremendous and management has told us that both clients and US owners alike think that it is a great solution. We have had great press from the launch party and have already completed 3 projects for clients who have used this identity as a reference point.We changed the countdown clock and delivered it as a screensaver for Mac and pc and it is proving immensely popular.