A COLLABORATIVE EFFORT
The Beautiful Meme highlights all the creatives key to pulling off Twentytwo's vibrant brand
Jonathan's beautiful use of line and colour has won him commissions for Apple, Herman Miller, Airbnb, Sony and British Airways. To create this illustration for Twentytwo's food hall, Jonathan was inspired by the concept of ‘balance'; a search for a mindful, inner and outer balance, where what we eat allows us to move and express ourselves day to day as dynamic human beings.
Turin-based photographer Paolo Pettigiani shot to fame when he depicted Central Park using his beautiful infrared technique, and his work has been celebrated by The Washington Post, Vogue and Lonely Planet amongst others. We took him up to the top of the Leadenhall Building to see the views Twentytwo will offer across the capital, and to capture them through his lens.
A visual artist based in the Netherlands, Merijn Hos' previous illustrative commissions include works for New York Times, Calvin Klein, MIT, Mercedes Benz, Jawbone, Nike and Wired. This image, created using Photoshop and a 1980s photocopier, uses vivid colour against evening tones to successfully capture the relaxed mood of Twentytwo's business club.
BAKER & EVANS
Baker & Evans is a still-life photographic duo based in London and Paris. Founded by Brendan Baker and Daniel Evans, together they've shot for such prestigious clients as Adidas, Calvin Klein and Nike, and now for Twentytwo. We briefed them to create movement through the materiality of the cycling jerseys we designed to highlight Twentytwo's bike park.
THE BEAUTIFUL MEME
As well as overseeing the development of the Twentytwo brand, the designers and typographers at The Beautiful Meme created pieces of artwork that contributes to the expression of the intended identity. This typographic exploration is our interpretation of the creativity and energy present in The Exchange, Twentytwo's innovation hub for start-ups.
Based in Paris, Paul Lepreux's client list includes Louis Vuitton, Hermés and Bulgari. His brief was to bring a light feeling to heavy objects, with his work being used to represent Twentytwo's fitness facilities. The weights were painted white then lit with the Twentytwo brand colours; the coloured light creating a sense of weightlessness to contradict the true nature of the objects.