Disciplines
Brand Identity
Logo Design
Creative Direction
Workspace Group is a leading provider of affordable commercial property on flexible terms for small and medium-sized enterprises across London.
The brief was to reposition the business as more than just a landlord evolving the brand to reflect its growing role as a partner in business growth, offering advice, support and networking opportunities alongside physical space.
Challenge
Workspace had strong recognition as a commercial property provider but its wider value proposition wasn’t fully understood.
The brand needed to shift perception:
– From space provider to growth partner
– From transactional landlord to supportive community
– From property-led messaging to people-led purpose
At the same time, the identity needed to retain existing brand equity while feeling more dynamic and forward-looking.
Approach
A key strategic decision was the removal of the word 'Group' from the brand name. This subtle change made the brand feel more direct, friendly and approachable aligning with its role as a supportive partner to entrepreneurs and growing businesses.
Outcome
The refreshed Workspace brand better reflects the company’s expanded offering and strengthened its positioning as a champion of SMEs in London.
By moving beyond property and highlighting community, expertise and opportunity the brand now communicates not just a place to work but a platform for growth.
Disciplines
Brand Identity
Logo Design
Creative Direction
Workspace Group is a leading provider of affordable commercial property on flexible terms for small and medium-sized enterprises across London.
The brief was to reposition the business as more than just a landlord evolving the brand to reflect its growing role as a partner in business growth, offering advice, support and networking opportunities alongside physical space.
Challenge
Workspace had strong recognition as a commercial property provider but its wider value proposition wasn’t fully understood.
The brand needed to shift perception:
– From space provider to growth partner
– From transactional landlord to supportive community
– From property-led messaging to people-led purpose
At the same time, the identity needed to retain existing brand equity while feeling more dynamic and forward-looking.
Approach
A key strategic decision was the removal of the word 'Group' from the brand name. This subtle change made the brand feel more direct, friendly and approachable aligning with its role as a supportive partner to entrepreneurs and growing businesses.
Outcome
The refreshed Workspace brand better reflects the company’s expanded offering and strengthened its positioning as a champion of SMEs in London.
By moving beyond property and highlighting community, expertise and opportunity the brand now communicates not just a place to work but a platform for growth.
