Branding
Editorial
Motion
Merch
22 Endell Street is a Grade II listed building in the heart of Covent Garden, reimagined as a post-pandemic workspace for a new generation of tenants. The brief was to create a brand that respected the building’s architectural heritage while presenting a bold, fresh identity that speaks to the evolving nature of work and wellbeing.
The brand centres on contrast, old and new, stillness and energy, heritage and innovation. At the heart of the space is a striking arched stained glass window, preserved from the building’s original fabric. Its vivid blue became the brand’s lead colour, setting the tone for a visual identity that is both distinctive and optimistic.
The arch motif, present throughout the building, served as inspiration for layout, logo and animation details. Rather than overriding the building’s character, the refurbishment worked around these historical forms, and the brand does the same, using them as symbols of openness, renewal and continuity.
The colour palette leans into that same duality, combining the boldness of bright blue with soft neutrals and material-led tones. The result is a look that feels tech-forward and contemporary, while grounded in craftsmanship and spatial awareness.
A clear, editorial tone of voice reflects confidence without formality, making the brand approachable to a range of tenants. Imagery and messaging highlight natural light, architectural features and everyday moments of focus, movement and connection.
The outcome is a brand that feels fresh, fluid and culturally aware, one that repositions a listed space as a workplace fit for the future, without losing sight of where it came from.
