Borough Yards is 160,000 sq ft of independent shops, food, and culture under the Victorian railway arches beside Borough Market. Its original identity was clean but static, a signature not a language. The rebrand is built on a coincidence the old brand never used: BY is both a monogram and a preposition. Explore BY. BY the day. Just BY London Bridge. The two letters hold; everything after them moves. Led the design team at Smart Soho across identity, environmental, and digital.