Connections
beyond networking
Club Coworking
The Club was a small coworking network with only four floors, divided between two units.
It had a level of structure, and therefore a price, similar to that of the major players, but without the backing of an international name or the large buildings with their promise of an extensive network.
In the study, which included in-depth interviews, quantitative validation, mystery shopper testing, and analysis of competitor communication, we discovered that although large networks promised access to a huge number of companies, the reality was that the larger the coworking space, the more difficult that access was.
"Since we're on a floor all to ourselves, there isn't much interaction."
Quinto Andar employee and WeWork client.
"We couldn't sell anything in here. The app has already proven unviable. You send invites, but no one is up for coffee. I tried contacting Imóvel Web, EmCasa… but I couldn’t get through. They didn’t reply."
André Maluf - Sopa Agency and Go Work Client
These same chains also maintained practices such as: sharp price increases or separate charges for things like coffee and internet.
The Club's residents, however, described their relationship with the coworking space as a partnership and spoke of easy access to other members. Synthesizing these two key differentiators, we created the simple yet powerful promise of Genuine Connections.
But in an era where so many brands talk about connection and so many connections are superficial, how do you visually express the idea that makes you unique? How do you design something as abstract as the idea of "GENUINE"?
Ultimately, what is a genuine connection? When we lose one, does it feel like something has been unplugged? Or does it feel like a cut?
Identity insight:
Near or far, if the connection is true, we always put a little bit of ourselves into it.
With this in mind, we created a new symbol: a continuous line, without beginning or end, connecting the two Cs of Club Coworking while forming a whole that is greater than the sum of its parts.
Photos, often cropped, create movement and open space, while the line, from the logo, creates connections and intersections.
"Jo dove deep and brought us a greater understanding of our audience, our market, and the space we can occupy within it. During the visual identity presentation, we were certain that this was the right logo for us and that it was in no way inferior to the multinational companies we compete with."
Mari Gradilone - CEO Club Coworking
To support the claim of genuine connections, a series of key messages and supporting arguments were created, backed by customer testimonials, internal data, and secondary sources.
With the identity and messaging approved, we created a series of key communication pieces that brought the new positioning to the main touchpoints. A year later, with the market still recovering from the pandemic and its biggest competitor at 72% occupancy, the Club was nearing maximum capacity and opening a new floor.
Source: Bloomberg (Global data)