Whybrow and Heath Pedrola form a new London wayfinding and placemaking agency partnership
Ian Whybrow and Heath Pedrola are partners of newly formed Whybrow Pedrola. Originating from different sides of the world – South East England and North East Australia respectively – Ian and Heath met at a Society of Experiential Graphic Design (SEGD) event in San Francisco.
Whybrow has been an established agency in London for over 20 years and has developed a reputation among ambitious, exacting clients. The studio delivered the wayfinding for the RIBA Stirling prize winning Bloomberg European HQ in the City of London. They have also delivered major British cultural projects: Tate Britain, British Museum, Brighton Dome and the Turner Contemporary.
Heath Pedrola joined Whybrow last year after 15 years as a designer and wayfinding design strategist in Australia (where he led major international projects across corporate and commercial sectors, from airports to stadium and event, from retail to education and healthcare).
As well as expanding their offer into more sectors Whybrow also wanted to bring design in-house: “We will still work as the strategy and implementation partner to designers but we want to offer a faster, more holistic approach for clients who come to us direct. Our strengths combined make a powerful offer to clients. We aim for a reductive, light touch, common sense approach to wayfinding and placemaking design. That’s the core of Whybrow Pedrola.”