Southdown House, East Dulwich

Southdown House is a purpose built apartment block conceived as part of an extensive renovation of the East Dulwich Estate. Built between the wars, the design of the existing estate has architectural charm and character. With the addition of Southdown House, this perfectly located residential corner of South London is set for a revival.

Rapacioli Studio were commissioned to create the identity and marketing collateral for the scheme including brochures and site signage. The concept focuses on the location of the scheme which is situated at the nexus of Peckham, Denmark Hill and East Dulwich. The logotype depicts the geography of Southdown House on the southern incline of Denmark Hill. This is rendered in a 1920s advertising lock-up style to reference the architectural vernacular of it’s surroundings. With Brixton, Dulwich Village and Camberwell a stones throw away, the typically eclectic South London lifestyle which residents can enjoy is articulated through an array of contemporary photography juxtaposed with further traditional typographic annotation.