Client: Henley Investments
Industry: Luxury Property/Real Estate Development
Sector: B2C & Private Residential
Classic. Understated. Quintessentially British.
Overview
Set within one of St James’s most distinguished streets, 28 Old Queen Street is a Grade II listed Georgian residence overlooking Birdcage Walk and St James’s Park. Crux was appointed to deliver the complete brand and marketing package for this rare London property, from naming and brand identity through to brochure design, microsite, photography and site signage.
The brief called for a brand that conveyed quiet authority and timeless refinement, one that respected the building’s heritage while appealing to the tastes of today’s international luxury buyer.
Our approach
We built the brand around the idea of “modern heritage”, a dialogue between classical architecture and contemporary design. The visual identity blends typographic elegance with restrained modern detailing, echoing the building’s Georgian proportions and handcrafted restoration.
Working shoulder-to-shoulder with the brilliant development team at Henley Investments, with visionary Emma Rickwood’s setting the tone, the process was genuinely collaborative. Strategic workshops, shared moodboards and on-site reviews ensured the brand language felt true to the building and the client’s intent from day one.
Every touchpoint was designed with precision: a tactile brochure on uncoated stocks with foil-blocked finishes, meticulously drawn floor plans and location maps, and a digital microsite that carried the same quiet authority online.
Photography captured the dual character of the home, the grandeur of formal entertaining spaces and the serenity of private suites, highlighting craftsmanship, light and texture throughout. The result is a calm, assured brand world that feels at once historic and distinctly modern.
The Result
A fully realised development identity that positions 28 Old Queen Street as a best-in-class London residence. The brand communicates refinement without excess, honouring the property’s architectural legacy while making it relevant to a contemporary market. It stands as a benchmark in property development branding, merging narrative, design and place into a singular expression of discreet luxury.
Emma Rickwood
CMO – HenleyIM
“They just get it. How to listen to a client and hone a brief to be focused and on strategy. The quality of thinking and creativity in development of concepts and applications is second to none.”
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