The Shard, London

The Shard and the lesser known ‘Baby Shard’ both required rebranding and repositioning as a new destination location that had to work side by side with the new London Bridge redevelopment programme. Sectorlight worked across all three rebranding areas and created unique communications for each phase that could all work together.

The Shard


Rebranding the area around the Shard as London Bridge Quarter, maintaining the name of the Shard and the re-naming the ‘Baby Shard’ to The Place was a result of our branding exercise. Our proposition to support the rebranding was ‘Inspiring Change’ – this was adopted across all the communications.

The Brochure

The use of black and white imagery alongside vibrant CGI's and colourful lifestyle imagery gave a sophisticated look and feel to the brochure.

The Shard website and UX (user experience) was designed primarily as an information site for both potential occupiers and the general public. A general lack of knowledge of the brand values and the interior story was flagged in the research and therefore addressed in the web design and responsive materials


LBQ Brochure

The immediate area around the London Bridge Station has fast become a new and exciting leisure and business destination. As part of the proposals, the newfound confidence in the area was connected to strong investment and development around London Bridge Quarter, echoing our ‘inspiring change’ slogan.

The Place Brochure

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