Concepts for the London W11 logo that incorporated ideas of London and textiles and also promoted it as a luxury brand. Ideas were taken from light reflecting on the river, and patterns made by reflected glass and city building shapes. When the logo was created a signature pattern was developed as part of the brand identity. This signature pattern could be used on brand promotional materials as well as a signature scarf pattern. The signature scarf pattern would incorporate the brand colours, but would also be used for other seasonal scarves using new and current colour palettes.