The creative direction for Steel practically revealed itself when we learned that the reason behind its name was that the development would be built on the site of a former steelworks. This rich history provided an exciting foundation to explore.
Throughout the process, we were mindful not to take the name too literally or lean too heavily on obvious industrial tropes. Instead, we aimed for a balance—subtle yet obvious, modern yet classic. The resulting identity incorporates a refined palette of complementary colours, including deep blues and rust tones, evoking the raw strength of steel while paying homage to the site’s industrial heritage.