Chapter London Bridge

Chapter is a social and culture-led brand of student residences operated by global real estate company Greystar. With 14 locations across the capital, each community has its own unique feel but maintains the same high standards. For their new iconic London Bridge location, our brief was to push wayfinding to redefine the next stage for this brand by creating something that would resonate with Gen Z and Alpha students while inspiring confidence in their parents and families.

Our approach centred on reimagining typography as a natively three-dimensional form, designing a bespoke 3D font which treated each character as a sculptural form. The majority of the wayfinding system was produced using 3D printing, capturing every designed detail while producing almost no waste. Most signs were left as raw, unpainted 3D prints, eliminating additional finishes and reducing environmental impact. Nearly 1,500 signs guide, welcome and reassure a constantly changing community across this 38 storey residence.