Hat-Trick brands London icon Centre Point

The consultancy has been working with developer Almacantar, which has just been granted planning permission for the ambitious scheme. The developer says it is aiming to make Centre Point the ‘epicentre’ of central London.

Hat-Trick has been working on the project for around two years and also brought in fashion and design consultancy Eley Kishimoto, which has created a series of patterns inspired by Centre Point’s architecture.

Jim Sutherland, creative director at Hat-Trick, says, ‘It is a wonderful building I think, that’s never been fully appreciated. It’s such a lovely graphic expression, in terms of shapes and façade.’

The main visual identity is based on Centre Point’s iconic sign, which Sutherland says, ‘is visible all over London’. The typeface is a redrawn cut of Optima, with an inline to reference the lit sign.

Hat-Trick also created a coffee-table book with 34 chapters (one for each of the building’s floors) that has been designed in the shape of the Centre Point building.

A limited-edition large-format piece features a dust jacket with architect Richard Seifert’s original plans and elevations, while pocket editions have different patterned covers.

Hat-Trick is working with The Neighbourhood on digital applications, which include apps, films and websites.

A new Centre Point blog, developed with RE Systems, features photos, videos, sound and stories about the building, each of which slots into place. Sutherland says this will ‘effectively build the building over time’.

Hat-Trick is currently working on a sales marketing campaign, which will launch over the next 12 months

Redevelopment of Centre Point is set to start next year and complete by 2016.