Two years ahead of completion, the Estate Management Team for The Shard—one of London’s most iconic developments—approached us to help shape a service proposition that matched the ambition and global significance of the project.

Selected ahead of more traditional property-focused consultancies, we were brought in not just for our creative capabilities, but for our ability to think strategically about value creation across complex stakeholder groups.

The management team recognised that to fully realise the potential of The Shard, they needed a distinct and compelling proposition that would speak meaningfully to tenants, residents, service partners, and the surrounding community.

We worked closely with the team to develop a clear service proposition and tone of voice that reflected both the operational excellence and exceptional experience The Shard aimed to deliver.

Our strategy focused on articulating not just what the service offering was, but how it would feel for each audience, from high-net-worth apartment owners and global corporate tenants to contractors and local partners.

We developed a cohesive proposition rooted in a commitment to world-class service, tailored to engage each group while maintaining a consistent ethos across all communications.

Our work extended beyond strategy to include design systems, wayfinding, onboarding experiences, and tools to improve supplier induction, ensuring the proposition came to life at every touchpoint.

Our partnership helped lay the foundations for The Shard’s operational and brand success, transforming it from a landmark building into a landmark experience.

The clarity and strength of the proposition have played a key role in establishing The Shard’s reputation as more than just a development; it is now recognised globally as a symbol of innovation, service excellence, and modern London.

Our work continues to influence the day-to-day strategy and service delivery across the estate, helping the management team unlock long-term value for owners, attract premium tenants, and elevate the experience for every stakeholder group.