The Challenge
As part of Stevenage’s £1bn regeneration, a new residential development needed a brand that would attract modern, city-connected renters while standing apart in a crowded build-to-rent market. The project required a name and identity that could fuse local history with contemporary lifestyle appeal.

The Solution
I led the brand creation for The Lytton, beginning with the street name, inspired by the historic Lytton family, including novelist and politician Edward Bulwer-Lytton, who coined iconic phrases like “The pen is mightier than the sword” and “It was a dark and stormy night”. This literary and political legacy gave the brand authentic local roots. I then developed the full brand identity, including tone of voice, messaging, visual system and guidelines. The result blends timeless style with modern connectivity, using refined typography, a heritage-informed palette and a confident, human tone. The brand now lives across digital, print and spatial applications, designed to resonate, scale and endure.