Each centre is also to have a unique local feature which is relevant to the town where it is located. the pilot for the scheme is at Luton, a town famous for being at the centre of the hatmaking industry in the UK, so reference was made to that in the graphics in the atrium at the main entrance. Further local references were included within the main Mall, where historically there had been a fountain featuring flamingos. The proximity to Luton Airport also provided a point of visual reference.
Part of the environmental branding involved designing a bespoke graphics scheme for the refurbished toilet toilet block, baby changing and feeding rooms. This including creating custom signage and wayfinding icons and symbols. The completed facilities and graphics were awarded the platinum prize at the 2016 Loo of the year awards.