wells&more
—
GPE
wells&more, a long-established GPE asset in the heart of Fitzrovia, sits on the corner of Wells Street and Mortimer Street. When two floors became available, the building re-entered a market crowded with high-spec new builds and needed a bold refresh to stand out.
We rebranded wells&more, elevating its identity to reflect a revitalised offer, the prime location and the abundance of everything modern occupiers could want.
A full refurbishment from Conran and Partners reimagined the arrival experience and amenities, while the space was repositioned as flexible, future-ready, and full of potential.
Disciplines:
Brand Strategy
Creative Direction
Art Direction
Creative Execution
Client:
GPE
Links:
wells&more website
Digital Design:
Paul Summerfield
On-floor marketing partner:
Jupiter
On-floor photography:
Simon Ellis
wells&more combines its internal upgrades with unbeatable access to London’s best dining, retail, culture, and transport. The new brand reflects this sophistication and variety through a complementary colour palette, observational photography, pared-back modernist typography, and a plentiful tone of voice that integrates seamlessly with the logo — all working together to express variety, quality, and flexibility.
By integrating the logo into the typography and embedding the idea of “more” into the messaging, we created a flexible system that reinforces the offer at every opportunity. The minimal and impactful execution, paired with playful writing techniques, brings the offer’s abundance and flexibility to life across every touchpoint, from outdoor media and presentations to digital assets, invites, events and on-floor marketing.
Creating a brand that quickly communicates the quality and positioning of the offer was essential for wells&more to stand out in a crowded market. Within a month of launch, GPE received offers on both available floors.
