White Bay Power Station
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.
Design System
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.
Brand application
