City Lights Point

How we built a brand for one of Zone 1 London’s most exclusive BTRs.

Brand Identity, Creative Campaign, Film, Hoardings, Photography, Signage, Storytelling

City Lights Point is one of London’s most exclusive BTR offers. Located on Elephant Park, in London’s Zone 1, this 27 storey block features a range of luxury apartments offering outstanding 360° views over London which are at their most impressive at night (hence the name). Here guests can expect an elevated style of living in all respects: all the amenities of Living by Lendlease coupled with a penthouse amenity floor; with a 24-hour gym, sky lounge, games room, indoor garden sanctuary and co-working space. This really is BTR at its very best. Chocolate Ltd were asked to provide the building with a brand and story to suit.

Render of the City Lights Point office entrance with a yellow script logo on a slatted wall above a green reception desk

We provided the client with a number of options around the marque, settling on one that stood out above all, referencing the beautiful lines and shapes created by city lights when photographed with a long exposure. The resulting brand uses these shapes as the basis of a design pack that includes signage, hoardings, film, digital and press advertising, web and social content.

Three phones showing the City Lights Point brand: the script logo, typography and colour palette, on dark green with light trails
Laptop on a wooden table showing the City Lights Point website, with the script logo over an interior photo

We chose a colour palette that softened the colours taken from the bright city lights, paired with a rich dark green, giving a nod to the building’s parkside setting and luxurious living. The typeface screams elegance and boutique which mimics the curves and waves of the primary logo.

City Lights Point brand pack with cards and documents in green, gold and pink, showing the script logo and light-trail patterns

For accompanying photography, we hit a rich vein of content featuring images of London at night, taken from both street level and the penthouse floors. For continuity we used the same effects across our promotional film, creating a light wand which creates seamless transitions between sequences, weaving the brand principals through the piece and representing elegance and style.

Long-exposure photograph of colourful light trails through a city street at night
View over the London skyline at dusk with the Shard and tall towers under a pink sky

Messaging was supported by our line ‘Live the high life’ – cleverly positioning the brand to its wealthy audience whilst stating the factual – the line runs through all communications including hoarding, wayfinding and signage elements which completed the customer journey. The resulting brand is memorable and has resonated well with its audience.

City Lights Point lift lobby with a large green “03” floor number and wayfinding signs beside a lift door
City Lights Point apartment living room with an orange sofa, a green throw, a butterfly picture and a view of trees
Long-exposure light trails along a London street at night in pink, blue and orange
City Lights Point Instagram posts reading “Time to change the way you live” and “See the lights”
Four City Lights Point cushions in green, gold and pink with light-trail patterns
City Lights Point black and white stationery: letterhead, business cards and a black envelope with the script logo
Natural jute City Lights Point tote bag with green rope handles and the green script logo
City Lights Point poster reading “Time to change the way you live”, with a woman on a stool among golden palm leaves

Other Work

22 Bishopsgate

22 Bishopsgate

How we brought consistency, creativity and reliability to the UK’s largest office building.

Canada Water

Canada Water

How we brought new energy and flexibility to the Canada Water brand.