Founded in 2009 by Daniel Baliti and Jeremy Spencer, Vabel operates as an integrated development studio, designing, building and delivering residential projects entirely in-house, spanning architecture, interior design and construction. As the company prepared to move into a prominent central London location, it recognised that its existing brand needed to better reflect the scale of its ambition, and its distinctive operating model.

Greenspace was appointed to create a long-term approach capable of supporting both the business and its future developments, applying its philosophy to create legacy as a strategic foundation for long-term commercial relevance.

The first phase of work focused on the masterbrand. Greenspace identified that Vabel’s defining USP lies in authorship — every element of a project is conceived internally and carried through to completion. The resulting visual narrative positions Vabel as a curator of a way of living, articulated through the central concept — The Vabel Way of Life.

The logotype incorporates a graphic device known as The Way, an extending underline that acts as both narrative and spatial anchor across communications, digital interfaces and building signage. A reduced monogram, inspired by maker’s marks allows discreet branding within residential environments, reflecting Vabel’s preference for presence without overt display.

The new brand makes its first public appearance through Vabel Townhouse on Queensway, rapidly emerging as a new residential and hospitality destination in central London. To support Vabel’s entry into this market, Greenspace developed a second, project-specific narrative: Vabel Townhouse: Create New Legacy.

The Vabel Townhouse identity includes naming, brand system, website, film, photography and marketing materials. Visually, the development adopts a distinct green accent referencing proximity to Hyde Park, while abstract texturescape imagery evokes tactile moments of domestic life, complementing architectural renders and interior photography.