University of Salford identified the opportunity to convert the famous but empty Fire Station building located on the Crescent in Salford. The Old Fire Station branding project aimed to transform this historic landmark building into a modern cafe, bar, and artisanal bakery as a vibrant community destination for locals, University staff and students. This would also become a hub for cultural, artistic and educational activities that inspire and excite those who visit. The challenge was to create a cohesive brand identity and website that conveyed the unique essence of the establishment, blending the rich heritage of the building, traditional baking and brewing. The logo development captures both the community spirit and heritage of The Old Fire Station. Integrating a modern interpretation of the building within the style and complemented by an AvantGarde style condensed sans serif font, which reflects the period when the building was in its prime. Overall, the identity was created to have an authentic graphic style that appeals to a broad audience. For added value, we proposed the micro-brewery brewery, Lark Hill, an 18th century mansion house built now part of the University of Salford, had it’s own ‘sub-brand’ that would position it as a standalone commercial venture. The idea was to expand this into secondary identities for the cafe-bar, bakery into an adaptable set of brand guidelines but was restricted by budget. Positioning was achieved through a workshop exploring the market, audience and partnerships to establish what we could legitimately say. Why are we doing this? Serving great quality food and drink. Creating opportunities & better wellbeing. Providing industry learning. How are we doing this? Creating partnerships between the bakery, brewery, university and local organisations. Working with local or ethical suppliers. Providing a great experience. What are we doing? Creating a food and drink (r)evolution in Salford. Providing something more than a space. Creating a cultural centre point to the crescent.