Colony came to us with a very exciting concept, they wanted to create a co-working space that felt like home to creatives—somewhere exciting to be—somewhere with soul. They wanted to build a space that was full of colour and grew with every new member, allowing them to leave their own imprint on the space and even the brand.
"The co-working sector has become infested with soulless, clinical spaces aimed to please everyone from management consultants to artists. Northern Group knew it needed to do something different and gave us the freedom to develop a brand to speak to a specific audience of creatives. That meant we could create a brand with personality, focus and, most importantly, attitude”
Martin James Power, Co-Founder, Ensemble
Through initial conversations we could see that the client had big ambitions and we wanted to create a brand that would give them the confidence to shout about it.
Research into the target audience showed us that the triggers for members centred around 2 key areas—collaboration and growth, pairing that with the clients goal to create further sites, we created the concept of ‘Cellular Growth’ and began to develop the visual language of germination and chemical reactions. These took the form of marbling. Inks mixing, colonising the backgrounds and morphing into something new.
We wanted to make sure that the brand could stretch across further sites without becoming diluted and acting as wallpaper so we involved the client in producing a suite of textures through marbling and pouring. This suite of bespoke imagery would then form the toolkit and colour ways for the further sites, and along with the introduction of halftone petri dishes and threshold illustrations, it would give the brand aesthetic limitless possibilities.