Responses by Lee Deverill, creative director, Greenspace
Background: Formerly the mighty engine powering twentieth-century London, Battersea Power Station has become an exciting new global destination. The task was to refresh and uplift the Battersea Power Station brand. We wanted to define an overall marketing strategy, brand story and identity that could talk about the Power Station, the neighborhood today, the new architecture and the destination as a whole.
Reasoning: We developed the brand idea “Powered by Positive” that builds a clear bridge between the history of the Power Station and the shared optimistic attitude of those living, visiting and working there today. Much of the work focused on an experience center, at the heart of which is an immersion room where visitors are introduced to the Power Station via a series of films and animated sequences. Alongside this space are two dedicated experience rooms where residential customers can view apartments and explore material samples using augmented reality. Supporting it all, was a wider range of collateral including books, bespoke photography, and brochures encircling the wider site.
Challenges: The scale of the project and quick turnaround were demanding as well as managing all the stakeholders and messages involved. A project of this size has many strands—Commercial, Retail, Sales, Heritage and Events—but by having a clear process and strategy, it enabled everyone to get behind the work and support it.
Favorite details: The general look and tone. It has an edge and dynamism that is sometimes hard to achieve on commercial projects of this nature. Also, the content for the immersion room. We created a countdown and soundscape to begin the experience and then drew and animated over 200 sequences to explain the neighborhood—from nearby landmarks to transport. All this combined with the app and interactive models provide a powerful introduction to the Power Station.
Visual influences: It would have been easy to create a masculine, brutal look and feel—or something elaborate and Art Deco. But, we had to retain the original logotype and typeface, refresh them and then express the idea of “Powered by Positive.” To do that, we animated the logotype and built a set of supporting patterns and sequences that connected the new architecture to it. Alongside this, we created a set of vibrant, illuminated portraitures. The work expresses the idea of the Power Station coming back to life, energizing those who live there now and in the future.
Anything new: With a project of this scale, where everyone in the company is involved, you learn to trust each other’s judgment and abilities. Working as a much bigger team than usual enables everyone to flourish and gain different types of experience.