The challenge: To create an identity for a new creative co-working space that feels inspired with a sense of community that can then be extended to other cities.
The solution: Created a brand identity that was inspired by Brutalism to give the community the autonomy to shape the creative space themselves so that each co-work would have its own distinctive feel based upon the evolving community within.
![](https://uploads-ssl.webflow.com/5ce5ffd1d716613713a5acad/5ce624e9d716611727a60411_logo-onitsown-%5BRecovered%5D.jpg)
The logo was inspired by brutalist architecture. This stripped-back, functional aesthetic was chosen to allow the artists and designers living and breathing within the walls of the co-work a 'blank canvas' to imagine the space for themselves so that the creative space would be a true reflection of the community within.
![](https://uploads-ssl.webflow.com/5ce5ffd1d716613713a5acad/5ce625ea9e1ab479d7e7c526_logo-onitsown%20%5BRecovered%5D-24.png)
The name co_ came from initial brainstorms where many words with a 'co-' prefix came about such as collaboration, community, collection and connection. I felt this would make a powerful and extendible name for this creative cowork. The idea would be that you could have extensions of the brand such as 'co_lab' - a design studio or 'co_play' - a Friday night drinks event etc.
![](https://uploads-ssl.webflow.com/5ce5ffd1d716613713a5acad/5ce628049e1ab46d0ae7c8d8_COWORK.gif)
![](https://uploads-ssl.webflow.com/5ce5ffd1d716613713a5acad/5ce60aa4d355ee8a70e0d052_Big-Wall-Mockup.jpg)
![](https://uploads-ssl.webflow.com/5ce5ffd1d716613713a5acad/5ce624b3952a22194f025ccf_logo-onitsown%20%5BRecovered%5D-24.jpg)
![](https://uploads-ssl.webflow.com/5ce5ffd1d716613713a5acad/5d8a3996179479961525ae2a_co_stationary.jpg)
![](https://uploads-ssl.webflow.com/5ce5ffd1d716613713a5acad/5ce626835375ca9c5c9253ff_subway.jpg)
![](https://uploads-ssl.webflow.com/5ce5ffd1d716613713a5acad/5ce6269922f44f3bf2edf913_pasteup.jpg)
![](https://uploads-ssl.webflow.com/5ce5ffd1d716613713a5acad/5ce626aed716616c28a628c6_tote.jpg)
![](https://uploads-ssl.webflow.com/5ce5ffd1d716613713a5acad/5ce60b03d355ee68efe0d07d_co-sign.jpg)