Goswell Road is Techspace’s flagship launch. I set the creative direction, art-directing photography and film and leading the rollout across key marketing assets to position the building as a premium, best-in-class workspace for innovative teams.
Video produced in-house at Techspace with Modus (contractor), shaped to highlight both the space and the detail that went into delivering the Goswell Road fit-out.
The goal was to communicate Goswell Road as a premium, amenity-rich workspace designed to make people want to come into the office. The building’s central location, sustainable design, and amenities made it a destination for businesses prioritising employee experience. My role was to lead the visual story across content and key marketing materials, while supporting Techspace in hitting its 30% occupancy target before the end of Q4.
I started by spending time in the finished areas of the building, mapping out a shot plan for both photography and film. I tracked how the light moved through the space and which details came alive at different times of day. The feeling was calm, collected and clear, so the next step was translating that into a visual language. Who is this space really for, and how do we make that instantly obvious?
Defining the building’s identity came next, positioning Goswell Road as a place where innovation, comfort and collaboration could thrive. I led a customer-facing brochure that brought the offer to life: flexible and sustainable, with real heritage in the details. BREEAM excellence, exposed timber beams, roof terraces and the central location were all framed as reasons to choose the space.
To keep the process fast and collaborative, I built the brochures in Google Slides, creating a template that marketing and sales could easily review, maintain and distribute. I also created a bespoke iconography set for Techspace, first introduced in the Goswell Road brochure and later rolled out more widely across the brand.
The floorplans were treated with the same level of craft. Each layout needed to feel consistent and easy to scan, so alignment and navigation were designed in from the start, supported by a simple elevation marker and clear amenity callouts. To distribute it, I set up a single static and trackable link where the files could be updated in the backend, assisting sales and marketing.
Scroll through the PDF brochure below:
Planning the shoot was key. Working with paid actors meant I needed a clear schedule, shot list and on-set direction to make the day run efficiently. I led the shoot to capture Goswell Road’s character, balancing wide architectural moments with the details that make the space feel premium. Video was captured on Sony FX3s, with stills shot on a Canon camera, and I handled the edit and colour grade to keep the look consistent and true to the natural light. I also collaborated with Modus on a film highlighting their fit-out work, while ensuring the wider content captured the building’s standout features.
To bring Goswell Road to market, I led the rollout across key touchpoints, including sales assets, campaign visuals, blog content, social media and the landing page. Our “In the Making” series helped connect with decision-makers, while video content showcased the building’s innovation-led design. By December 2024, occupancy reached 47%, exceeding the original target. LinkedIn content generated 29,500+ impressions, and Goswell Road became the second most visited page on the Techspace website.
This project reflects how I approach creative leadership: translating a clear story into a consistent visual system, then executing it across channels with a high level of craft. It also sharpened my ability to balance style with practicality, focusing on the details that make a space feel genuinely distinct.
