TechHub, a rapidly expanding co-working space for technology startups and business entrepreneurs, sought to brand its new London location overlooking the famous Old Street roundabout with the help of Gensler’s brand design team. Working within a 90-day time frame and with a small budget, Gensler created a design solution that combines raw urban character with found objects and up-cycled materials, resulting in an energetic and highly functional space. Reception signage features exposed yellow neon lighting, while the internal working space is organized through the use of simple, colorful graphics that act as both identification for the team suites and a mode of wayfinding within the space. Additional graphics reinforce the startup culture through the use of bold key phrases, references to computer programming syntax and large, playful icons.