Thirty High — Rebranding a Brutalist icon for the future of work

Portland House, a 1960s landmark in Victoria, London, was reborn as Thirty High—a progressive workplace reimagined for a post-pandemic world. The name was deliberately unexpected, cutting through the noise of generic, corporate naming conventions in the property market.

The rebrand honours the building’s architectural roots while setting a new standard for flexibility, sustainability and experience. The visual identity drew from the raw materiality of the structure and its bold new interventions—most notably, an emerald portico that became a signature. A comprehensive design system supported the full marketing lifecycle, from pre-let packs and campaign creative to showroom graphics and digital experience.