20 Whitfield Street is a 43,000 sq. ft. HQ office located in the heart of Fitzrovia. Once a police station, the building is now being reimagined to meet the needs of modern tenants in this vibrant neighbourhood. Our task was to reposition this historical structure for contemporary office use while embracing its unique past.

For the pre-completion campaign, we leaned into the building's heritage as a former police station. We then launched a social media campaign featuring a mini-series of police-themed reels, gradually building market intrigue with a slow and deliberate release of information. 

As the campaign progressed, the police theme was subtly phased out, giving way to a new identity that aligns with Fitzrovia's modern vibe. The final touch was the building's rebranding to "Whiskey Sierra"—police code for Whitfield Street—delivering a name that was modern, simple, and effortlessly cool.

We kick-started interest with a mix of film and social media, gradually shifting the aesthetic away from the police theme to develop the high-end, sophisticated brand the building required. This strategy was meticulously planned to run the full course of the building programme, while captivating our target audience – ensuring the repositioning felt both thoughtful and dynamic.