and forming a picture of the existing coworking landscape. All of these pieces then came together to inform a set of unique brand tenets that would set them apart from the likes of Regus and WeWork.
The coworking trend was real, and still young—the perfect balance for the addition of a thoughtfully-designed concept that is modern but not “hip,” flexible but not flippant, and productive and professional, but with personality. Thus, the new operation would stand for flexibility, freedom, collaboration, stability, autonomy, and success.
From these foundational principles, we went on to a naming exercise, building a set of names and symbols that could make sense for their new offering. We explored concepts inspired by company’s origins manufacturing brick with symbols reminiscent of building, blueprints, and masonry, as well as options based on the ideas of flexibility, entrepreneurship, and community. Ultimately, the name Launch Workplaces was selected, accompanied by a logo symbol that represents separate entities coming together to form something greater than the individual parts.
We assembled a toolkit of brand and style guidelines, and their internal team used it for several years as the business moved through it’s early growth phases. Their vision was a good one: Launch Workplaces started seeing success and was gaining momentum quickly. In 2018, they found themselves in need of professional marketing and sales collateral, so The Brick Companies gave us another call.