Greenspace has built a brand identity for One Palace Green, the Grade II-listed London house designed by Arts and Crafts architect Philip Webb and completed in 1870 in the Queen Anne Revival style. Developer REDD Real Estate appointed the studio to create the identity for the building, which sits on one of London's private avenues and was originally built as the London residence of George Howard, 9th Earl of Carlisle.

The house carries direct Arts and Crafts pedigree. Its interiors featured work by William Morris's firm, Morris, Marshall, Faulkner & Co, elements of which have been restored as part of the residential scheme. Pilbrow & Partners leads the architectural transformation, with interior design by Martin Kemp Design and landscape design by Randle Siddeley.

The redevelopment converts the historic structure into five luxury apartments and a single detached coach house. Greenspace declined to frame the project in standard residential marketing terms. Instead, the studio developed the overarching strategic identity 'A Modern Masterpiece', positioning the property as a collectible item of architectural significance.

Adrian Caddy, founder and chief executive of Greenspace, said: 'Thinking about this property purely through its real estate value fails to capture its true significance. One Palace Green is not part of a property portfolio; its cultural relevance is that of a heritage collection.'

Collector's marks and typography

To structure the visual system, Greenspace drew on historical traditions of art provenance. The concept centres on 'Collector's Marks', referencing the monograms and stamps applied to artworks as they passed through different historic collections.

The primary logo for One Palace Green incorporates three bespoke marks. Each refers to a specific thread of the building's lineage: the Howard family who commissioned the structure, the location on Kensington Palace Gardens, and the original creators Philip Webb and William Morris.

For the typographic system, Greenspace selected a customised version of Ergon by Commercial Type. The typeface was chosen for its calligraphic qualities, which mirror letterforms common during the Arts and Crafts era while offering a contemporary structure for modern applications across print and digital media.

Colour palette and physical collateral

The colour palette uses deep greens, purples and metallic finishes, chosen to reference the parkland context of Kensington Palace Gardens and the restored decorative features of the building's interior.

To depict the property prior to completion, Greenspace commissioned artist Emily Robertson to create a series of watercolour illustrations. These show the building's exterior and its streetscape, reinforcing the craft-led focus of the underlying narrative.

The identity spans multiple touchpoints. Greenspace delivered destination strategy, teaser film direction, digital and printed collateral, floorplan documents and a dedicated website.

The project signals a broader shift in how landmark residential redevelopments reach the market: with a Philip Webb-designed, Morris-interiorised building on one of London's most guarded addresses, REDD Real Estate and Greenspace are betting that provenance-led branding, rather than square footage, will define the value of the five apartments and coach house now emerging at Kensington Palace Gardens.