Swinfen's Yard is a community of small independent shops and businesses in the market town of Stony Stratford. A brief was set out to refresh the brand of this local spot. The history of the town's architecture and the Neo-Georgian style of the development played a key role in the branding. A system was created inspired by the diamond shapes of the Jacobean window leading across the building. This shape formed the foundation of the visual identity and was used throughout. Together with contemporary typography and iconography, the result was a brand that conveys a sense of luxury.