Once nicknamed the Piccadilly of the South, Elephant & Castle has always been a point of convergence where people, cultures and stories meet. Reimagined for today, Southpoint positions itself at the centre of South London’s energy and dynamism – a destinationthat attracts everyone from urban achievers to life maximisers.
The brand needed to resonate with this diverse, aspirational audience, capturing their ambition, style and sense of belonging. Its bold visual identity draws inspiration from the area’s iconic arches, framing a window into modern, aspirational living.
The look and feel is powerful, expressive and distinctly modern, reflecting Southpoint’s confident, sophisticated spirit. The strapline ‘Live on Point’ encapsulates this energy – a life that’s connected, self-assured and perfectly in rhythm with South London’s vibrant heartbeat.
