Royal London Asset Management owned three buildings on one Covent Garden island site, leased as three separate propositions. Individually they were good addresses. Together they were nothing.

The answer was a name. Floral Quarter claims the flower market the district grew from. Floral Street already runs through the site. From the name came a yellow petal drawn as a heart, followed by a launch film, a website with a 3D map, and a brochure for each building. Led the design team at Smart Soho.