AW22
SWEATY BETTY
POWERHOUSE
Campaign
A name inspired by the iconic Battersea Power Station itself. The 'Powerhouse' is the first concept store created for Sweaty Betty, including the first reveal of the rebrand across the physical space and sell out limited edition product. Concepted and executed in 4 months. The intention was to feel more premium and elevated in line with the new brand positioning, but still welcoming with a clean ‘sporty’ injection. The overall store design is inspired by the circle and the cylinder, representing both the SB symbol and the iconic BPS chimneys. This was used as a design theme throughout the space. Contrasts deliberately exist from the soft circular draped 'power pods' to the dynamic high gloss firebird mannequins. The new logo is beautifully simple yet strong with a playful twist in the differentiation of the Y’s. Deliberately restrained in design allows it to work in harmony with the refined symbol as well as for future collaborations. It also allows personality and playfulness through supporting typography and animation. Developed with Pantone we created a new brand colour named ‘FIREBIRD.’ Intended to be the most vibrant version of orange, fusing the high energy of red and the positivity of yellow. The runway show specifically shot for the launch of the store creating a futuristic tunnel in the new brand colour reinforcing the new creative. Director - Albert Moya. Set - Andy Hillman. BTS - Archie Baker.
AW22
SWEATY BETTY
POWERHOUSE
Campaign
A name inspired by the iconic Battersea Power Station itself. The 'Powerhouse' is the first concept store created for Sweaty Betty, including the first reveal of the rebrand across the physical space and sell out limited edition product. Concepted and executed in 4 months. The intention was to feel more premium and elevated in line with the new brand positioning, but still welcoming with a clean ‘sporty’ injection. The overall store design is inspired by the circle and the cylinder, representing both the SB symbol and the iconic BPS chimneys. This was used as a design theme throughout the space. Contrasts deliberately exist from the soft circular draped 'power pods' to the dynamic high gloss firebird mannequins. The new logo is beautifully simple yet strong with a playful twist in the differentiation of the Y’s. Deliberately restrained in design allows it to work in harmony with the refined symbol as well as for future collaborations. It also allows personality and playfulness through supporting typography and animation. Developed with Pantone we created a new brand colour named ‘FIREBIRD.’ Intended to be the most vibrant version of orange, fusing the high energy of red and the positivity of yellow. The runway show specifically shot for the launch of the store creating a futuristic tunnel in the new brand colour reinforcing the new creative. Director - Albert Moya. Set - Andy Hillman. BTS - Archie Baker.