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InspirationGraphic Design

DixonBaxi's identity for Canada Water helps to reimagine an historic neighbourhood of London

DixonBaxi has worked with British Land on a "once-in-a-generation" opportunity to reimagine Canada Water as a new town centre in the heart of London. The London agency has crafted an identity for the ambitious project that stretches across 53 acres and is on a scale not seen in centuries.

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Blurred figure jogging past a colourful mural for Canada Water reading "Space to think" and "Space to expl" with illustrated figures on green and blue background

Home of the iconic Printworks London and local docklands, DixonBaxi wanted the new brand for Canada Water to capture the "multidimensional richness, diversity of the neighbourhood, and connections with nature and London's centre", as it explains, creating a strategy built on the "birthplace of leaders and mavericks". Apparently, social reformer, Ada Salter and engineer and inventor, Marc Isambard Brunel were born in the area – a discovery that led DixonBaxi to develop the central idea 'Lead the Change'.

Canada Water wordmark in white text on a green background with dark teal, blue and yellow abstract shapes representing the neighbourhood's natural landscape and overlapping communities

The identity features handmade "gestures" that "express the overlapping communities". These gestures were painted by the DixonBaxi team during days out to Canada Water – by the water, in the woods and in the parks. The resulting bold, sweeping strokes are inspired by these surroundings and are layered on top of one another to represent how the area has been built and rebuilt over many years.

DixonBaxi team members painting hand-drawn gestures outdoors by the water at Canada Water as part of their identity development process
Share the road poster for Canada Water displayed by a waterside location with autumn foliage in the background, featuring a cyclist illustration on a geometric colour-blocked background
Three circular Canada Water logos featuring hand-painted coloured gestures in turquoise, yellow, coral and navy on cream background

The Canada Water wordmark, meanwhile, has a discreet upward line linking the 'A' and 'W' to express the relationship between the natural landscape and its positive influence on the local environment. The upward motif is echoed in the other 'A' letters, creating a more "human feeling" while the angular forms of the typeface provide a contrast that feels more structured and architectural.

The colour palette is bright and vibrant and sampled from local areas and historical icons from local bridges to the docks and given names such as Harmsworth Blue, Brunel Clay, Mayflower Yellow and Stave Hill Green.

Stack of Canada Water branded materials featuring the Open Garden design with horticulture workshop details on a yellow background
An adult fastens a turquoise and green helmet onto a young child wearing a yellow shirt as part of Canada Water's community engagement activities
Four mobile phone screens displaying Canada Water brand identity with overlapping colourful gestures and typography on blue, green and yellow backgrounds

Karelia is the primary typeface for its "organic curvature and contrasting geometric forms for a distinctive look," explains DixonBaxi, while "typographic layouts feel conversational and evoke a sense of rhythm and journey".

DixonBaxi partnered with artist Jay Cover on a series of line work illustrations, which reveal mini stories of life at Canada Water and the contrast between the buzzing urban centre with the natural landscape of the woodlands.

The brand stretches across many different touch points from the marketing suite, hoardings and signage systems to community films, clothing and environmental experiences. It will continue to grow, evolve and adapt over the next decade.

Skateboarder performing a trick on a colourful ramp at Canada Water with clear blue sky in background
Open brochure showing "Start your new journey" text with green illustrated landscape on left page and "Business blooms" text with waterfront photograph on right page
Person on yellow bicycle with vibrant multicoloured umbrella riding on brick pavement with "Share the road" text visible
Two t-shirts displaying the Canada Water brand identity, one bright green with blue gesture overlay, the other navy with teal colour-block design
Hand holding a smartphone displaying Canada Water branding alongside a child playing in an outdoor water feature
Vertical banner with green and blue sections displaying "Heads clear Minds sharpen" tagline and Canada Water branding, positioned in front of a waterside development with wooden structures and trees
Aerial view of a grassy park with scattered trees and a colourful rainbow-striped ribbon path winding through the landscape
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