‘Supporting clients, consultants and interior designers at 7 Park Row represents the type of creative-commercial collaboration we champion here at Fifth House. We love it when architecture, brand, and audience all bring unique challenges.’
Jonny Kermode - Fifth House
New owners. New interiors. New ambitions.
When Knight Frank approached us about 7 Park Row, the building was at a turning point. Recently acquired by new owners, Augur Group, the building needed a more contemporary brand repositioning to match the inspired refurbishment plan. Previous branding was tired and didn’t reflect the building’s potential. Nor did it speak to Leeds’ rapidly evolving office market.
We were brought in at a critical early phase - not just to rebrand, but to rethink the identity and presence of 7 Park Row from the inside out.
Listening to the key stakeholders
We organised a project kick off meeting with Knight Frank, Carter Towler, Augur Group and This Is Interiors. From the off we wanted to get everyone around the table, listen to all perspectives, understand key messages and farm the insider ideas that would make this project a winning one.
The agenda covered:
• Building spec
• Existing situation and refurb plans
• Audience
• Key messages & positioning
• Tone
• References
• Deliverables
• Expectations
• Timescales
‘From the start, it was clear that Fifth House were here to listen, take a proper brief, and get everything that they needed to do a great job.’
Jon Kinash - Augur Group
A peek back at our design notes
During the call, we explored the interior design direction. The overall vision centred on a luxurious yet naturally inspired aesthetic, blending tactile materials and refined finishes. Key features included patterned gold and bronze accents, and sculptural elements that evoked a sense of form and craftsmanship.
The palette balanced warmth with sophistication. Backlit features, fluted detailing, and thoughtful vertical lines were being used to emphasise height and elegance throughout the spaces. We also identified key journey touchpoints - including possible signage integration and accents of blue to bring depth and cohesion.
Itemising the deliverables for 7 Park Row
Brand Identity
A complete rebrand capturing the architectural language of the building. Early sketches from our Senior Designer, Dave, evolved into a visual identity system with nods to the chamfered forms and geometry of the building’s structure.
Creative Direction
Overseeing photography, art direction, and interior brand synergy - including working with a local Leeds-based photographer to capture the essence of the city and the property.
Marketing Collateral
A high-end brochure that mirrors the tone of the new tenant experience.
Copywriting
For all materials, balancing commercial clarity with a compelling tone.
Client Email Campaign
Copy, assets and templates for Knight Frank to activate interest in the property.
Digital Presence
Holding page website reflecting the refreshed identity while the full site is under development.
Wayfinding & Signage
Bespoke signage system to guide visitors and tenants with subtle brand references. This included integration with the building’s interior design to ensure total cohesion.
Public Art Installation
A standout 3m installation, designed to be the visual centrepiece of the brand rollout. Inspired by Leeds’ industrial roots and contemporary energy, the artwork unites the spatial and brand elements - bringing the entire project together in a striking, city-centric statement.
Communication
Our role required clear communication. We ensured alignment across all teams, avoided missteps, maintained design integrity, and helped to deliver a cohesive and highly satisfying job.
‘Fifth House didn’t just deliver a visual identity - they brought coherence, confidence, and creativity at every turn. They understood the commercial pressure points but always returned with ideas that elevated the asset. A true collaborative partner.’
Jon Kinash - Augur Group
Refurbishments are ongoing floor-by-floor
The refreshed 7 Park Row is already making an impression. Interest has accelerated, and the unified branding experience - from the website to the wayfinding - reflects a property that is every bit as considered as the occupants it serves.
Building a more caring brand of creativity
‘At Fifth House, our vision is to grow with aligned brands who value good design and a more caring brand of creativity. We’re already renowned for our great work, especially in property and places. And over time, we’re building a warm culture, a strong reputation and a fierce loyalty from our clients and our people.’
Jonny Kermode - Fifth House
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