BRANDING OF THE &PLACE! CO-WORKING CHAIN
We developed the positioning and platform of the brand, elements of semantics and tone of communication, corporate identity, website design, presentations, as well as other brand attributes for the new &place! chain of coworking spaces (Andplace!).
In the course of the work we segmented the target audience of the brand, identified its values, as well as consumer insights, i.e. hidden, implicit motives of consumption, the understanding of which helped us to work on shaping of values and character of the brand that was supposed to attract visitors.
"The &Place! - A place for creativity and self-fulfillment" is how we defined the essence of the brand. The brand does not stick a label on the visitor, nor does it limit the scope of the customer's activity (especially in the creative sphere), because it is more than a job title. It was on this concept that we built the idea of communication with the target audience. Here the brand does not directly indicate the division between the professions (marketer, accountant, lawyer) or occupation (work, hobby) of the target audience. Also the brand does not rely on the satisfaction of only the basic needs in communication - the availability of a workplace, communications, additional services, and the like. The semantic construction of the brand implies the transfer of the emphasis on the emotional needs of the customer, his consumer insights. In the current construction it is the interests of the customer that occupy the dominant position, while the brand acts as an assistant.
This idea is also mirrored in the logo: the main visual identifier of the brand is the trademark lettering &place! The ampersand &, or the and sign, symbolizes both ownership and the brand's role as a helper. The exclamation mark adds energy to the logo. But the typeface itself is quite restrained - it helps the logo show professionalism. The color of the logo is something between purple and blue. Purple is a color that symbolizes art, creativity and communication. Blue is safety, friendliness, and technology.
The brand identity is suitable for use in different contexts and for different tones. It can be emotional when the talk is about motivation, inspiration and desire, but it can also take on a more austere look when development, knowledge and principles are concerned.
