# Life In Better Balance > Brand strategy, identity, collateral and website for The Whiteley — the Foster + Partners-designed Bayswater landmark with Six Senses, by Noë & Associates. - Client: The Whiteley - Services: Strategy, Design, Content, AI & Innovation, Environments & Wayfinding, Production - Sectors: Real Estate - Locations: Europe Life in Better Balance The redevelopment of this iconic London landmark heralds the coming together of some of the most talented architects and developers of the moment to breathe new life into an architectural gem, with a masterplan that includes private residences, the UK’s first Six Senses hotel, and choice restaurants and retailers. At the heart of this visionary development is the belief that true luxury is a life in perfect balance. One that avoids endless excess, embraces variety, and understands that less gilt means less guilt. The Whiteley promises to embody these very same ideals, offering those who live here a life in better balance, and creating a destination for locals and visitors alike that will rejuvenate the entire neighbourhood. When creating a bold new brand identity for The Whiteley, we looked to the site's historical remnants for opportunities to reinterpret the building's legacy. Design elements, such as the custom typeface developed in collaboration with Colophon Foundry, and the W monogram, inspired by one found on the building's 1863 clock, combine to form part of a rich, flexible toolkit that's true to the brand's ethos. An Identity Inspired by Heritage Our brand positioning for The Whiteley identified and articulated the big idea at the heart of the brand, and the stories that make it true and compelling. We then created the visual and verbal content that brought these stories to life across numerous physical and digital channels, including the main brand website, and its social media platforms. Immersive Storytelling Animations © Noë & Associates with The Boundary As a passion project for Foster + Partners and Finchatton, The Whiteley is a development that will redefine and set a new benchmark for modern living. Noë & Associates documented the creation of the project through photography and film; content that captures the design, restoration, and exacting craftsmanship processes involved in its creation. A Peerless Partnership Film © Noë & Associates The brand's considered take on modern luxury permeates every still and animated render that we styled and art directed alongside MARK, Finchatton and Foster and Partners. Sophisticated Styling Renders © Noë & Associates with The Boundary © Getty Images Europe Artist Daniel Arsham unveils the new sculpture 'Eroded Summer' at The Whiteley Gallery © Getty Images Europe --- Source: https://noeassociates.com/projects/the-whiteley Site: Noë & Associates