One Darnley Road
Branding + Digital

HQ for HarperCollins

HQ is a new imprint of HarperCollins, superseding Harlequin UK, with the ambition of becoming a heavyweight brand in the arena of commercial fiction. We were asked to develop a brand strategy and visual language to communicate this change, with a standout attitude.

Harpercollins Hq Branding Logo One Darnley Road
Harpercollins Hq Branding Logomorph
Harpercollins Hq Branding Genres One Darnley Road
Harpercollins Hq Branding Lisamilton One Darnley Road
Harpercollins Hq Branding Spines One Darnley Road
Harpercollins Hq Branding Totebag 01 One Darnley Road
Harpercollins Hq Branding Notebook One Darnley Road
Harpercollins Hq Branding Guidelines One Darnley Road

To understand the competitive and business landscape, we undertook initial market research. The overriding observation we took from this was the structure of other imprints – housed under a main umbrella brand they tend to operate separately according to genre and look disparate from one another. They seem divided and have little brand presence for consumers to interact with. We saw an opportunity to challenge this status quo and create a brand that highlights and celebrates the different way in which HQ operates – welcoming authors across a broader scope of genres and offering customers greater variety of quality content all under one name.

This sense of unity and inclusivity informed the concept of ‘one place, many stories.’ Emphasised by the switch in name – the HQN shorthand for Harlequin simply becoming HQ and with it connotations of being the central or go to place – this thought provided the brand positioning and the platform for a compelling creative idea with a clear commercial focus.

The two pages of an open book became the inspiration for a bold standalone identity that easily adapts to reveal the many genres and stories that live ‘within’ the pages at HQ. In creating a system where by sub brands feel very close to the core brand, we heightened appeal to both trade and consumer audiences. For trade, demonstrating seamless interaction and communication across genre teams and for consumers, exposing the full variety of content available from one brand with the same tone and vision. We believe that engaging HQ’s audiences with the brand as a whole will foster greater understanding of its offer, helping it to establish a distinct market position and ultimately create the potential to grow into a full publishing division across all major genres.

From this evolved a confident identity system on which all communications are be based, building brand recognition through a unique and relevant visual language. Bold, colourful and self assured, the tone and contemporary visual style of the brand portray a forward thinking personality and celebrate the quality of its offer – placing the variety of content at the heart.

In keeping with the spirit of innovation, we ensured that the brand translates successfully across both offline and online platforms. We produced a promotional animation that brings to life the brand positioning and defined an attitude and tone of voice that embraces social media – also providing a cohesive set brand guidelines to help strengthen the HQ story for the future and ensure longevity.

"The response to our new imprint has been overwhelmingly positive. What a joy it has been working with One Darnley Road - they innately understood our vision."

Lisa Milton
Executive Publisher, Harlequin UK publishing

One Darnley Road Africa House Branding Logo

Africa House

Brand identity and marketing materials for Africa House, an enterprise supporting at-risk ecosystems and communities

— View Project

Africa House

One-Darnley-Road-Explore-Murad-Khani-Turquoise-Mountain-thumb-092

Explore Murad Khani

360 interactive experience for the Turquoise Mountain charity

— View Project

Explore Murad Khani

One Darnley Road Harpercollins Big Book Bonanza Thumb

HarperCollins, Big Book Bonanza

Annual theatrical 45 minute film promoting the announcement of new HarperCollins books

— View Project

HarperCollins, Big Book Bonanza

One Darnley Road Jeff Koons Thumb

Jeff Koons Editions

Website for celebrated artist Jeff Koon's new limited edition sculptures

— View Project

Jeff Koons Editions

One Darnley Road Granor Farm Thumb

Granor Farm

Brand positioning, identity and website for diversified organic farm in Michigan

— View Project

Granor Farm

Orveda Website Thumb One Darnley Road

Orveda

Website for new line of genre-busting + gender-neutral luxury skincare products

— View Project

Orveda

 One Darnley Road Sca Specialty Coffee Association Brand Identity Thumbnail 2

Specialty Coffee Association

Brand positioning, identity and marketing materials for the Specialty Coffee Association

— View Project

Specialty Coffee Association

Garneredthumb

The Garnered

Brand positioning, identity and e-⁠commerce platform for a luxury retail destination

— View Project

The Garnered

Mica Thumb 2

MiCA

Brand positioning, identity, website and marketing materials for a Chicago property development

— View Project

MiCA

James Patterson Outdoor Advertising Ooh 16Th Seduction Penguin Random House Underground Tube Advertising Thumbnail

James Patterson

Outdoor campaigns for James Patterson

— View Project

James Patterson

Tm Thumb

Turquoise Mountain iPad App

iPad app for major exhibition at the Smithsonian's Freer Sackler Gallery

— View Project

Turquoise Mountain iPad App

One Darnley Road  Gardiner And Theobald Thumb

Gardiner & Theobald

Brand identity, website, CMS and marketing materials for an independent construction and property consultancy

— View Project

Gardiner & Theobald

Scaa Flavor Wheel One Darnley Road Design 03

SCAA Flavor Wheel

Revising the Coffee Taster’s Flavor Wheel for the first time in 21 years

— View Project

SCAA Flavor Wheel

One Darnley Road Hadley Property Group Thumbnail 02

Hadley Property Group

Identity and website for a property developer specialising in progressive, sustainable approaches to housing in Central and Greater London.

— View Project

Hadley Property Group

Weng Contemporary One Darnley Road Thumb

Weng Contemporary

Brand creation and website for online gallery of high quality prints by key contemporary artists such as Damien Hirst, Chuck Close and Peter Doig.

— View Project

Weng Contemporary

Harpercollins Hq Branding Thumb One Darnley Road

HQ for HarperCollins

Brand creation and strategy for a new bold imprint from HarperCollins

— View Project

HQ for HarperCollins

Winkworth 2016Campaign Thubnail One Darnley Road

Winkworth

Nationwide advertising campaign for one of the UK's largest estate agents

— View Project

Winkworth

Squaremile Thubnail One Darnley Road

Square Mile Coffee Roasters

Branding, packaging and e-commerce site for award-winning coffee roasters

— View Project

Square Mile Coffee Roasters

Penguin Random House Harper Lee Go Set A Watchman Outdoor Advertising Campaign One Darnley Road Thumbnail

Harper Lee, Go Set A Watchman

Launch advertising campaign for this much anticipated book by Harper Lee

— View Project

Harper Lee, Go Set A Watchman

Mproject Thumb

The M Project

Naming, brand positioning, identity creation and e-commerce platform for a luxury online boutique

— View Project

The M Project

Penguin Random House Harlan Coben Fool Me Once Outdoor Advertising Campaign One Darnley Road Thumbnail

Harlan Coben, Fool Me Once

Outdoor advertising campaign for Harlan Coben

— View Project

Harlan Coben, Fool Me Once

Harpercollins Thumb One Darnley Road 01A

HarperCollins Interior Graphics

Interior graphics for the new HarperCollins offices

— View Project

HarperCollins Interior Graphics

Penguinrandomhouse Russellbrand Revolution Thumbnail

Russell Brand, Revolution

Advertising campaign and jacket design for Russell Brand's book 'Revolution'

— View Project

Russell Brand, Revolution

London Fields Soap Company Brand Packaging One Darnley Road

London Fields Soap Company

Brand identity creation and packaging for Wallpaper* award winning organic soap company

— View Project

London Fields Soap Company

Hc Eat Nigelslater One Darnley Road Worktrhumb

Nigel Slater, Eat

Book trailer and digital outdoor campaign for beloved HarperCollins cookery author Nigel Slater

— View Project

Nigel Slater, Eat

Penguin Warsoftherose Onedarnleyroad Thumb

Conn Iggulden, War Of The Roses

Book trailer, website and national advertising campaign for bestselling author Conn Iggulden

— View Project

Conn Iggulden, War Of The Roses

Cristalino Brand Website One Darnley Road

Cristalino Lodge

Website design, bespoke CMS options and logo refresh for award-winning ecotourism company

— View Project

Cristalino Lodge

Journeys By Design Brand Brochure Film One Darnley Road 3

Journeys By Design

Brand identity and print collateral for a specialist African safari company

— View Project

Journeys By Design

Summerfuel Onedarnleyroad Thumb

Summerfuel

Rebrand, website, printed collateral and film production for student summer experience program

— View Project

Summerfuel

Shining Girls One Darnley Road

HarperCollins

Book trailer, website and national advertising campaign for award-winning novelist Lauren Beukes

— View Project

HarperCollins

Net A Porter Website Thumb One Darnley Road

Net-A-Porter

Interactive Wish List and iPhone ident for the world’s leading luxury online fashion retailer

— View Project

Net-A-Porter

Game Of Thrones Detail Thumb

HarperCollins

Book trailer, website and national advertising campaign for prodigious author George RR Martin

— View Project

HarperCollins

Edge Of Arabia Detail Onedarnleyroad

Edge of Arabia

Brand identity, hardbound book design, website and stationery for cross-cultural arts initiative

— View Project

Edge of Arabia

Harpercollins Thegirlwhosavedthekingofsweden Onedarnleyroad Thumb

Jonas Jonasson, The Girl Who Saved the King of Sweden

Book trailer and national advertising campaign for HarperCollins’ new sensation, author Jonas Jonasson

— View Project

Jonas Jonasson, The Girl Who Saved the King of Sweden

Matthew Algie Pavilion Garden Thumb

Matthew Algie

Brand identity and packaging for established, ethical tea and coffee company

— View Project

Matthew Algie

Harpercollins 1356 Thumb Onedarnleyroad 2

HarperCollins

Book trailer and digital campaign for master storyteller Bernard Cornwell

— View Project

HarperCollins

Abdulnassergharem Onedarnleyroad Thumb

Abdulnasser Gharem

Case-bound book for ‘rock star’ of the Saudi art world

— View Project

Abdulnasser Gharem

Nadour Website One Darnley Road Thumb

Nadour

Brand identity and website for non-commercial gallery of art from the Arab world and Iran

— View Project

Nadour

Harpercollins Sanctus Thumb One Darnley Road

Sanctus

Integrated digital campaign for a HarperCollins bestseller

— View Project

Sanctus

Harper Collins Summer Invite 2012 One Darnley Road

HarperCollins V&A

Invite design for the publisher’s prestigious summer party, 2010

— View Project

HarperCollins V&A

Naturalhigh Thumb

Natural High

Brand identity and website for wilderness and safari tour operator

— View Project

Natural High

Harper Collins Summer Invite 2011 One Darnley Road

HarperCollins Kensington Palace

Invite design for the publisher’s prestigious summer party, 2011

— View Project

HarperCollins Kensington Palace

Nomad Brand Website Brochure One Darnley Road

Nomad Tanzania

Complete rebrand and relaunch of one of East Africa’s original safari companies

— View Project

Nomad Tanzania

Ahmed Mater Book One Darnley Road

Ahmed Mater

Case-bound monograph design for the renowned Saudi artist

— View Project

Ahmed Mater

Paulo Coelho Thumb

Paulo Coelho

Branding, printed material and motion graphics for a Paulo Coelho marketing campaign

— View Project

Paulo Coelho

Digital Explorer Brand Website One Darnley Road

Digital Explorer

Brand identity creation, website, desktop apps and printed collateral for education social enterprise

— View Project

Digital Explorer

Penguin Natural Causes Campaign One Darnley Road

James Oswald Trilogy

Outdoor adverts as part of a nationwide campaign for a Penguin bestselling author

— View Project

James Oswald Trilogy

One Darnley Road Thumbnail 2

Logo Design

A selection of identities created by One Darnley Road

— View Project

Logo Design

document icon edit icon facebook icon instagram icon onedarnleyroad icon plus icon shopify icon speed icon squarespace icon twitter icon wordpress icon