Workbee

We developed a complete brand design for WorkBee, including positioning, brand essence, naming, identity, visual identity, logo, and website.

Our intensive research phase highlighted the increasingly congested co-working market. In a sector that has grown in popularity with new brands emerging in the space, brand differentiation and cut-through is exceptionally difficult to achieve.

A recurring theme highlighted by prospective users during our interview phase was a desire to work in a flexible space that felt energised, and full of life. A sense of collaboration in an environment where ideas can flourish.

This powerful insight was used as the foundation of the brand essence – a collaborative, lively space where users feel a sense of community.

The final Workbee brand platform is a playful, extroverted identity that brings life and vitality to the space. We felt that a hive was a perfect representation of the brand identity – a structure where the residents do truly collaborate, and utilise each others’ strengths to further the group as a whole.

WorkBee’s visual identity is built around the hive element. A strong palette consolidates the space’s emotional purpose – yellow for activity, energy, intellect and happiness, boldly offset by black.

Another unique aspect of our target demographic was highlighted during the research phase. Co-working space users come from varied backgrounds, and span the spectrum of personality types. However, a characteristic applies to all of them…

Entrepreneurship, drive, and a deep sense of initiative.

This persona is used as the basis of Workbee’s marketing tone of voice. In all touchpoints, Workbee’s voice speaks strongly of nurturing its members, and building a collaborative community that allows each member to reach their individual potential.