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White Bay
 Power Station

Scope:
Identity, Guidelines, Signage, Campaign, Strategy

White Bay Power Station was constructed between 1912 and 1917 to power the rail network and is now over 100 years old. The power station is exceptionally significant as the only one retaining machinery and equipment from before the 1950s, demonstrating the process of electricity production and it’s use throughout Sydney’s extensive rail network.

 

Embracing a new chapter of rebirth and regeneration, the White Bay Power Station has been transformed into an arts, cultural, and community hub. The NSW State Heritage-listed White Bay Power Station will bring new energy to Sydney and Australia as it has opened its doors to the public for the 2024 Biennale of Sydney. Placemaking NSW engaged us to create a brand identity, guidelines, and signage strategy to help deliver this new vision.

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Design System

The widely recognised and highly distinctive landmark of the former coal–fired chimney stacks are the inspiration for the White Bay Power Station logo.
The widely recognised and highly distinctive landmark of the former coal – fired chimney stacks are the inspiration for the White Bay Power Station logo.
Symbol on grid

The design language references the industrial aesthetic of the machinery, electrical circuit diagrams, and power plant equipment on site. The typography of these old machines also informed a custom display typeface that forms part of the identity.

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Graphic system
WBPS logo
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Brand application

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WBPS PASTE UP copy
WBPS Banner
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Wbps sign
WBPS Signwall copy
Mono posters
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Smart Objects Hoarding 01 copy
WBPS Umbrella 02

Team

Client
Placemaking NSW
Architects
Design 5
Architects (Amenities)
Scale Architecture
Landscape design
Turf