For our 21 from 21 series, today we revisit the place branding, marketing communications, and wayfinding we created for Swiss Cottage in 2006.
When Camden Council first asked us to develop place branding for Swiss Cottage, we were curious about the name. Why Swiss Cottage? We searched the archives at Camden Library to uncover historical facts that even the clients didn’t know.
The story dates back to the 19th century during Victorian times. The Swiss Opera, Le Chalet, became a hit in London. The British embraced Swiss culture, including cuisine, fashion, and architecture. Many buildings were designed like Swiss chalets. That’s why the pub in the Swiss Cottage roundabout was also built in this style, giving the area its name.
Swiss Cottage
Fast forward to the 21st century. Swiss Cottage had a rich Swiss history but lacked a clear identity. Camden Council decided to invest in a £100 million urban regeneration project. The goal was to transform an area known for its congested roundabout into a place full of charm and culture. The project included a new 4-level leisure and sports centre, the refurbishment of Sir Basil Spence’s Library and Hampstead Theatre, and a redesigned public space, for which we developed the wayfinding.
Our role
Our role in the project was to unify the diverse community services under a new visual identity and communications strategy. We worked closely with clients Andrew Dowell and Andrew Syer, as well as local residents and stakeholders, to create an identity that reflected the area’s vibrant spirit, quirky Swiss heritage, and geography.
The logo design was inspired by the Swiss flag’s cross, with four colours representing the community’s key spaces: the garden, leisure centre, theatre, and market. We used the Helvetica font, designed by Swiss typeface creator Max Miedinger. Our marketing campaign featured bold headings like “Swiss is Changing” and “Swiss Is Happening” to generate excitement and highlight the area’s ongoing evolution.
By blending interesting local anecdotes with facts about future plans, we engaged the community in the redevelopment process.