All work
Borough Yards
BY the arches
2026
Brand, Motion, Web
All work
Borough Yards
BY the arches
2026
Brand, Motion, Web
Borough Yards sits in the Victorian arches beside Borough Market. When Curate Real Estate took it over, they moved it to a pop-up-led model, and the brief was a brand that announced the change: new management and a new energy for the place.
BY is both the monogram and a word, so the identity uses it to start lines: Explore BY, BY the day, Just BY London Bridge. The two letters stay fixed and the rest of the line changes. I led the Smart Soho design team across identity, environmental, motion and digital.
Client
Curate Real Estate
Role
Design Lead, Smart Soho
Scope
Identity, environmental, motion, digital
Team
Stuart Mcharrie, Somin Park, Daisy Keet, George Goss, Joshua Freeman
Borough Yards sits in the Victorian arches beside Borough Market. When Curate Real Estate took it over, they moved it to a pop-up-led model, and the brief was a brand that announced the change: new management and a new energy for the place.
BY is both the monogram and a word, so the identity uses it to start lines: Explore BY, BY the day, Just BY London Bridge. The two letters stay fixed and the rest of the line changes. I led the Smart Soho design team across identity, environmental, motion and digital.
Client
Curate Real Estate
Role
Design Lead, Smart Soho
Scope
Identity, environmental, motion, digital
Team
Stuart Mcharrie, Somin Park, Daisy Keet, George Goss, Joshua Freeman
Street stickers
Borough Yards is made up of several streets that meet under the arches, so an address alone didn’t help people find their way. Each street got its own sticker, a small mark that works like a logo for that street.
