20 Bedford Way

Venue identity and website

Rebranding a Brutalist landmark to give it a new lease of life.

Located in central London’s historic Bloomsbury, 20 Bedford Way is home to the Institute of Education (IOE). Opened in 1977, the controversial Grade II* listed building was designed by Denys Lasdun and is an excellent example of Brutalist architecture.

Our brief was to position the building as a unique and flexible venue for events, meetings and performances, and our solution drew inspiration from Lasdun’s vision and the bold, uncompromising design of the building. The project encompassed naming the venue and creating an identity, 20 Bedford Way and all associated marketing materials.