Fulham Pier

Fulham Football Club are developing west London’s newest destination. Their riverside stand will host food, drink, music, art and leisure – morning, noon and night. They needed an identity system that communicated the brand idea: ‘Exceptional hosts’.

I developed a system centred around a dynamic logo which represents the horizon line of the pier. The device stretches and contracts to reveal multiple illustrations – each one a different style – conveying the breadth of offerings of Fulham Pier.