Arthur House is a 1963 modernist landmark in Manchester, originally designed by Cruickshank & Seward and defined by its strong vertical concrete forms. Now reimagined for contemporary use, with interiors by YOUTH, the building’s identity draws directly from its architectural character. The visual language centres on an AH device inspired by the façade’s vertical lines. By using this structure to create controlled, intersecting spaces, the system reflects the building’s balance of simplicity and strength. A restrained palette and modernist typographic approach ensure the identity remains understated, functional and closely tied to the materiality of the building across signage, wayfinding and communications.