Naming

Max and Campbell speak in addresses.

80 Fenchurch Street
100 Fetter Lane
Chilworth Mews
Fitzroy Place

Behind each is a capital idea. How to develop the next London. Together they’ve delivered more than four million sq ft of real estate.

Each address means a host of partners, decisions, and deadlines. Snags. Snafus. Surprises. And serendipities. All shepherded every day for years. Most projects run the better part of a decade. 

What does that sound like?

“The progress we have made at 40 and 50 Eastbourne Terrace since acquisition—physically separating the buildings, securing vacant possession, planning consent for both the hotel and an additional floor on 50 Eastbourne Terrace, pre-letting the hotel to an outstanding operator and securing funding for 40 in just three and a half years—is a testament to the hard work of all involved, particularly during a pandemic. We are now just weeks away from completing Fifty Paddington, our office development at 50 Eastbourne Terrace, and look forward to seeing our ambitious plans for 40 starting to take shape.”

YardNine as a name expresses this level of commitment. 

To a specific address. A signature location. YardNine, too, sounds like an understated opportunity to be developed. 80 Fenchurch, 100 Fetter Lane, YardNine. 

And, of course, to going the whole nine yards. All the way. Doing everything. While the phrase’s origin remains a riddle, we’re happiest with the possibility that the number 9 is borrowed from another phrase, to the nines, which approaches perfection.

Previous
Previous

Naming, strategy, and architecture for Volvo's Logivity

Next
Next

Naming, tagline, key messages and copy for Transport Authority