Sky Studios Elstree
Freedom to create
Context
Sky, in partnership with their new owners Comcast,
we’re building a film and TV studio from the ground
up. The location, in Borehamwood, was chosen for
it’s legacy as a major UK production hub.
Challenge
To create a brand and experience that would
help sell the new studio to production companies.
Keeping a link to the Sky masterbrand whilst
drawing on the legacy of both the area and the
brand’s credentials in content production.
Concept
To broaden the brand beyond the logo, with a
unique version of Sky’s Spectrum which imbued a
filmic quality whilst hinting at the idea of creative
freedom. Coupled with a bespoke typeface and
icon family that echoed Art Deco letter forms as
a link back to the area’s legacy.
The team have worked hand in hand with the business to propose creative concepts which inspire and innovate whilst complimenting the existing aesthetic of our business.
Sophie Owen Street
Vice President, Sky Studios Elstree
Mouldings continued the Art Deco theme of
the brand, whilst behind-the-scenes imagery
celebrated the art of production.
A vivid, illuminated expression of the
hero brand asset signposts the floor
where Sky Studios Elstree staff work.
Crafting a brand spectrum from colourful
scenes in Sky’s and NBCU’s content, lit for
eye-catching presence and atmosphere.
As a nod to their sustainability aspirations,
we used moss to create a green version of
our hero asset the Freed Spectrum.
Wayfinding
As a large site, covering 27.5 acres with 13 stages,
wayfinding is critical to a positive on-site experience.
Split into 3 main categories; directory, directional or
identification, we designed the complete wayfinding
program both inside and out. This spanned; enormous
illuminated logos down to individual toilet signs.
Sky x NBCU
Through their aquisition by Comcast, Sky became
sister company to NBCUniversal, and Elstree was
to be a home for both of their content production.
To celebrate this, and welcome them both, we
designed a gallery of paired scenes, the top pair
from NBCU, the bottom from Sky. Intentionally
showcasing the similarity to encourage unity.
