20 Whitfield Street is a 43,000 sq. ft. headquarters office situated in the heart of Fitzrovia. Formerly a police station for nearly 100 years, the building is undergoing a transformation to be relaunched as a contemporary office space tailored to meet the needs of modern tenants in this vibrant and dynamic neighbourhood.

Our goal was to reposition this former institutional building and create a brand campaign that reflects its new role as a contemporary office while celebrating its distinctive history.

For the pre-completion marketing, we launched a social media campaign featuring a mini-series of police-themed reels. This carefully crafted strategy built intrigue in the market, with a slow and deliberate release of information, always keeping the "evidence" under wraps.

As the campaign progressed, the police theme was gradually dialled back, with the final branding subtly paying homage to the building’s heritage while focusing on its new identity. A pivotal moment came with the renaming of the building to "Whiskey Sierra"—a clever nod to the police code for W and S, representing Whitfield Street. The result was a name that felt modern, stylish, and effortlessly cool.

This strategy was thoughtfully crafted to align with the timeline of the building programme, capturing the attention of our target audience and ensuring the repositioning was both purposeful and dynamic.