The Pinnacle would form the apex of the cluster of high-rise buildings in the City. Offering a wide mix of commercial spaces, restaurants and lounges, the building would also feature London’s highest viewing gallery on its top floor. Its aspiration was to be seen as London’s pre-eminent business address as well as a must-visit attraction.
In creating the visual identity, it was assumed from the outset, that this would be a building of global significance, and thus needed to be presented as such. The resulting identity celebrated the building’s unique form and reflective nature of the materials used and sought to express its iconic status and position on the London skyline. In addition to the brand identity, Placebrand created the launch marketing campaign that included print, digital interactive, marketing suite (on the 32nd floor of the already iconic Foster-designed Swiss Re Gherkin building that overlooked the construction site) and a spectacular two minute scene-setting film.
Construction on the Pinnacle project started in 2008 but was suspended in 2012 following the recession. The structure was re-designed and then became known by its address, 22 Bishopsgate.
