Visible for miles around, the Power Station's unmistakable silhouette has always been symbolic of London's industrial past, power and ingenuity. Even after its decommissioning, it remained a pop-culture icon, inspiring filmmakers, visual artists and rock legends. Now, after decades lying dormant, it's back, offering residential and office spaces as well as the capital's most forward-thinking retail opportunity. FITCH developed a brand positioning, visual identity and customer-experience principles to match its legendary status.
Central to the new identity is the knowledge that today's consumers are looking to make a closer, more human connection with their favourite brands. They want to get behind the scenes and see the people and processes that lie behind the products. We harnessed the Power Station's rich heritage to create effortlessly cool, contemporary environments where companies could make this happen for the site's anticipated 40 million annual visitors.