Totality was asked to create a brand identity and marketing materials for an iconic new building in the City of London. The Pinnacle was to form the apex of the cluster of high-rise buildings in the City. The building was to have excellent environmental credentials, serviced offices, 24 hour coffee lounges, and a variety of restaurants and it would accommodate tenants of all sizes, from trading floors to boutique law firms and would have featured a public viewing gallery on the top floors. 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 re-enforce its iconic status and position on the London skyline. Totality produced a brochure for prospective tenants, a spectacular two minute scene-setting film, and a marketing suite. Housed on the 32nd floor of the already iconic Foster-designed Swiss Re (Gherkin) building, the suite afforded spectacular views over both the City of London and the construction site itself.