Cyclus gives R7 kings Cross building brochure the edge in Argent project

Steve Edge Design was appointed by Argent LLP to develop a brand identity for their latest commercial building, R7 in Kings Cross, London. One of the key strategies for the project was to mirror the vibrant nature of the development in a stunning 68-page brochure, made using CyclusOffset 100gsm.

Cyclus was chosen to add a modern feel but on paper that wasn’t pure white; a high-end brochure with a newspaper look.

The project: develop a brand identity for R7 kings Cross building


The brochure’s design needed to appeal to businesses in the tech industry. With many of the other buildings in the area referencing historical aspects of King’s Cross, Steve Edge of Steve Edge Design says

“We wanted to create a vibrant and modern brochure design. Taking the pink façade as inspiration the brochure featured fluoro pink as the lead colour, with striking metallics which communicated the creative space that Argent had created.”

Angela De Vorchik, Operational Marketing Manager, Arjowiggins Graphic, the leader in the development of environmental paper solutions, said:

“This is an exceptionally well designed and printed brochure that truly reflects the stunning architecture and building design, whilst appealing to a specific audience.  We’re really pleased with the role our CyclusOffset paper plays in achieving the overall design and print vision and we’re delighted to share this with other designers and printers to showcase the capabilities of Cyclus.”

Printing solution

Central to the finish of the beautifully designed brochure was the print quality and appearance, managed by CPI Colour. The paper used was Arjowiggins Graphic’s 100gsm CyclusOffsetMark Shields, Sales Manager, CPI Colour explained:

“We were thrilled to be involved in this project and produced an excellently printed product that allowed both the design and the paper to shine. The challenge for print was the significant amount of ink that was required for a 100gsm paper. The paper performed really well and our strategy to print on both sides in the same run gave us a brilliantly smooth and striking finish.”

About Steve Edge and Steve Edge Design                                                                           

In 1982 Steve established his own agency, Edge Design. Since then he has worked with some of the best-known names in the country, including Cartier, Dior, Skanska, Fortnum and Mason, Hamleys, Purdey Gun and Rifle Makers, and Essential Living. Steve believes that storytelling is key to successful branding. He works closely with clients to understand what makes them unique and incorporates this into the big idea behind the design.

These days, Steve is also well known for his eccentric dress sense and passion for fishing. He is a recognised public speaker, delivering inspiring talks at a variety of international events, including DO Lectures and TEDx, on why we should choose lateral over literal and inspiration over information.

About CPI Colour

CPI UK is part of a leading pan-European print and inventory management group, supporting publishers in managing their supply-chain and print production operations in the trade, academic, educational and professional publishing markets.

As well as producing books, the company is a full service provider to the publishing industry, offering design, typesetting, repro, eBook conversion, paper supply, warehousing, inventory management, distribution and fulfilment.