Branding a chain of
coworking spaces

Other coworking brands talked about desks, internet, and meeting rooms. We began with a different question: why do people come to a space, and how do they want to feel when they leave?

We segmented the audience, identified values and insights, then shifted the focus from renting a desk to people's possibilities: creating, meeting, learning, launching ventures, and changing how they work.

This became one system: positioning, meaning, visual identity, brand book, website, presentations, and visual principles for physical locations.