Architecting a new name and identity, for a ‘space’ to be brilliant.
Brockton Capital wanted to build a co-working brand concept that could extend beyond the “T-shirt and jeans” crowd in London. We developed the name for the brand, Fora, which is the plural of the Latin word Forum, a place where great minds meet and work. With new positioning, we developed a visual system that would support a space to be brilliant.
A classic feature of ancient mapping was the concept that “X” marks the spot, whether it’s where the treasure is buried or where you’ll find the your next adventure. This was our inspiration for the Fora logo. We let the destination of the co-working space guide our creative development, discovering modularity and adaptability were key to this energetic experience.
Co-working is functional, and should allow customers to get down to business. So we created a system that disappears the closer you get to it, enabling you to get on with things uninterrupted. The branding also does not “shout,” but instead aims to represent Fora’s “calm spaces,” “professionalism” and “hotel-style hospitality.”
With this strategy coming to life in 10+ Fora spaces since late 2016, the “pro-working,” “hotel-style hospitality” is successfully attracting the desired clientele and creating significant buzz in the area.