Be London

Be London is a luxury real estate business with a dual perspective. For guests, it offers flexible, high-end stays in premium London apartments from a few nights to several months. For landlords, it provides certainty, managing entire buildings and portfolios under a single, trusted operator.

Founded by Londoners Adam Kossew and brothers Adam and Josh White, Be London has grown rapidly across the capital. But in a crowded, hyper-competitive market, the brand wasn’t cutting through. Surrounded by sober, self-serious property firms, its identity failed to reflect what actually made the business special.

An initial brand strategy and identity had laid some groundwork, but stopped short of expressing Be London’s true personality. The team turned to Semper Semper to bring structure, clarity and confidence to the brand and to fully realise its potential.

Our response was to lean into what made Be London different: the joy of staying somewhere beautiful, and the pleasure of living like a local in one of the world’s most vibrant cities. We built a brand that celebrates experience over transaction, brought to life through bold colour, expressive shapes, irreverent typography and witty copy. Photography focuses on real London living, capturing neighbourhood character, spontaneity and the quiet luxury of feeling at home in the city.

The result is a brand that feels as enjoyable as the stays themselves—distinctive, contemporary, and unmistakably London. Luxury without the stiffness, and property without the posturing.