BGWMC

Bethnal Green Working Men’s Club

Setting a legendary venue’s brand free from the building.

Bethnal Green Working Men's Club is one of London's most loved cultural venues: twenty-five years of drag, cabaret, wrestling, literary nights and joyful chaos, with work that has reached the V&A, Channel 4 and Mighty Hoopla. The challenge was that the brand had always been the building, inseparable from one room and one postcode, which made it hard to hire or grow beyond those four walls. Addi London built the strategy and identity to change that, anchoring the brand to the thing people already love: the venue's bulb heart, with the name set inside it. The result is a portable identity that travels anywhere, from an enamel pin to a ten-foot festival arch, holding both the heritage and the mischief without losing either. We delivered the brand strategy, identity system and creative direction, with the website and commercial platform to follow.