Endpoint has been commissioned to implement a revitalised brand for Green Park, Reading, one of Europe’s largest business parks. In partnership with the brand consultancy Further, Endpoint will help to apply the brand across its key touch points, including wayfinding.
Located in the heart of Thames Valley, Green Park was master-planned by architects Foster + Partners, who also designed the first of its buildings. Employing over 5,500 people, the park is home to a number of blue-chip organisations including Thames Water, Cisco, HSBC and Symantec, in addition to a range of cafes, restaurants and amenities.
Further creative group will lead the rebrand alongside their sister consultancy Fishburn Hedges. Creative director James Beveridge, who is leading an integrated team, said of the incumbent brand “it focuses solely on the property, rather than other benefits such as the environment and its amenities”.
By addressing brand positioning, identity design, wayfinding signage and marketing literature Further intend to unify all of Green Park’s content and help people understand the benefits of working there.
Tony Lorenz, Endpoints Strategy & Development Director said of the project, “this is an excellent opportunity for Endpoint to deliver a visual identity which will benefit the day-to-day operations of this thriving business park, making the lives of the many employees easier and enabling the parks ambitious growth plans to flourish”.