It’s All in the Details

Making thIs (Round)house A Home



An unconventional floor mat welcomes people into the London Roundhouse, the new home of Ellipsis Digital and Engine SevenFour.

The floor mat is one of the details that reveals the character of the building, and the characters who work within it. It’s not something that everyone notices—often visitors are too overwhelmed by the brick and beam beauty that is the Roundhouse to appreciate individual elements—but it’s the kind of detail that’s important to VP Strategy Shawn Adamsson.

“I wanted to make people smile as they entered, and make sure we get things off on the right foot.” He grins as he realizes his unintended pun, and his copywriter can’t help but add, “On the right foot, or perhaps the left, depending on how the game goes...”

The next thing a visitor might note is our version of “the writing on the wall,” albeit a positive spin on the phrase. However, since the walls are brick, it’s actually film on the glass walls of the double-decker central suite of offices and meeting rooms known as the Locomotive.


This is our manifesto, a document inspired by the values and dreams of the Ellipsis and Engine SevenFour teams and poetically woven together by London spoken-word artist Holly Painter. We felt that a manifesto was too important to hide away—if we were to live the sentiments that we had written, these words needed to be sharing our space, not stagnating on a server. (To help keep the manifesto active, our office manager, Jennifer Murray, has recently started sharing a line a day in her internal communications.)

Look up from the manifesto and you’ll see the boardroom. The metal and glass room has a simple, stark elegance, but it’s the bespoke boardroom table that you’ll want to investigate. Built from reclaimed wood by Harold and Justin Peters of the Home Doctor, a local custom carpentry business, the table expresses the railway heritage of our new home, with elements that echo rails and trestles.


These are the kinds of details to be found throughout the Roundhouse. Versatile fruit crates that we’re using as bookcases and end tables—furnishings reminiscent of the boxes that would have been used by former Roundhouse residents Sansone Fruit Company. A coat rack built by S & D Rustic Decor, created from more reclaimed wood and railway nails. Metal floor plates specially engraved with the Roundhouse logo. Wherever possible, these products were locally sourced—community and neighbourhood is important, and we’re mindful of our role as part of an economic ecosystem.

It’s that same care and attention to detail that goes into our work. For example, noting a carefully chosen colour scheme in an organization’s offices, and the design flourishes and accessories, and translating those elements into the design moodboards for a website or print materials. Like listening carefully to the way the client’s team talks about their work or their audience, and reflecting that back in the copywriting for their specific services. Or learning about a not-for-profit’s multiple audiences, and designing a website that enables those discrete audiences to get what they need in a way that works for them.

When Shawn and the leadership team of Ellipsis Digital and Engine SevenFour began their search for a new home for our companies, Shawn’s extensive wish list included these two points:

  • “Ideally it should be a heritage structure, something we can help enhance and protect.”
  • “It should be remarkable.

These are phrases that also apply to our work: protecting your organization’s reputation and its place in the world; enhancing your reach and connection to your audiences. And doing remarkable work for you.

In his wish list, Shawn also asked for “an exceptionally creative space.” We think our Roundhouse is exactly that. And a wonderful home for our exceptionally creative work in aid of our clients’ goals.  


Wanna take a look at our exceptionally creative space? Or talk to us about the work we create in the London Roundhouse, and see how we can put our skills in aid of your cause? Let us know!



Copywriter Laurie Bursch recently learned that the one fire that occurred in the Roundhouse’s 128-year history took place in the area of the roof above her desk. She’s being very careful with the creative fires currently burning in her brain.


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