This project was completed whilst working at Hudson Fuggle. The brief was to generate a name and identity for the Institute of Education's Property Management department, to promote their venue hire services. After numerous considerations we decided to use the Institute of Education's address as the name, as it most accurately communicated it's location - right in the heart of the Bloomsbury area of Central London.

The identity I proposed for the site was developed from increasingly abstracted drawings of the building itself (one of Denys Lasdun's iconic Brutalist creations), eventually focusing on one of it's series of towers. This 'flattened' isometric view became a recurring detail through various design elements, with the diagonal 'cut' in the top left corner.