One (Big) New Change for London


Land Securities


Brand launch

In 2014, we fundamentally changed the way people think about One New Change. Our ambitious placemaking campaign positioned it as a dynamic, must-visit destination – every day of the week – for London and its visitors.

One New Change was known as a convenient shopping spot in the City. In fact, it’s much more than this. It spans shopping, cafes, artisan markets, bars, restaurants, arts and culture. Even better, the whole experience is set against the spectacular backdrop of St Paul’s Cathedral.

Our brand evolution confidently celebrates One New Change as the place to play in the City. A powerful digital campaign was supported by a visible presence for people journeying around the capital, from tube posters to the towering billboards of Piccadilly Circus.

A sound strategy.

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