Aspen is a new residential tower at the heart of Canary Wharf, London. Socrates were appointed to develop a name, brand and principal brochure, facilitating its launch both in the UK and overseas. Inspired by the building’s timber trade heritage, an abstracted - aspen bark inspired - die-cut pattern is used across each dust jacket, printed in three separate colours for maximum impact. Utilising half pages as dividers, each edge is painted gold, with metallic duotones and engaging local stories to deliver pace and context. The objective being to evidence the developer’s commitment to design, craft and finish.