Alex Poryadina




A formerly run down commercial building, Netil House is the home of East London’s creative community. It combines 90 studios with public spaces in which it holds film screenings, live performances, exhibitions, talks, shoots and promotions. Morty & Bob's Cafe and Bar gives access to a sun terrace, while Netil’s 360 roof terrace overlooks London Fields.


The space is running for almost 8 years now, but still lacks an identity. The signage system inside is misleading and even missing on some of the floors. I believe, that Netil House, being one of the busiest creative hubs of East London, deserves it’s own identity and style.



The main element of the identity is a wordmark with an altered character «i». The new shape of the dot not only references the «house» in the brand’s name but also transforms letter into a pencil, highlighting the creative side of the Netil House residents.


The set of stationery was designed to feel corporate, yet bold through the use of blue as an accent colour. Combined with a sleek font from Neue Haas Grotesk family and a simple grid creates a consistent and clean visual system.



The symbol becomes the part of illustrations,  visually narrating the story and accompanying the copy. When using photographs it becomes a placeholder for either a block of text or a photo itself.

Resident’s merchandise

The same visual system was applied for the set of goods for the residents of Netil House.


The navigation system is built from the wordmark with the tip of the letter «i» acting as the arrow and complemeted with bold illustrations and mottos on the walls.


The final touch point for promoting the brand is website. It serves two purposes: potential tenants can find their ideal space and current residents, who shape the community of the building, can advertise their brands and services.