Computer Arts - - Showcase - STOREY IDEN­TITY by DixonBaxi

Com­mis­sioned to create an iden­tity for a new flex­i­ble workspace brand from Bri­tish Land, brand con­sul­tancy DixonBaxi de­vel­oped a new name – Storey – and a brand­ing sys­tem based around the con­cept of ‘mod­u­lar flex­i­bil­ity’. “Amongst many points of ref­er­ence, a ‘tan­gram’ puz­zle be­came a metaphor for this: in­fi­nite per­mu­ta­tions from a sim­ple set of shapes,” ex­plains ECD Aporva Baxi.

Storey pro­vides of­fice space in Lon­don for com­pa­nies that have out­grown co-work­ing spa­ces, and the brand seeks to chal­lenge con­ven­tion within of­fice rent­ing. “From the out­set, there was an am­bi­tion to flip con­ven­tion,” con­tin­ues Baxi, adding that the firm un­der­took a four-week de­sign sprint process to re­fine the new iden­tity. “The di­rec­tion ex­presses the idea of flex­i­bil­ity with a sim­ple, ef­fec­tive vis­ual metaphor, cou­pled with a dis­tinct tone of voice and photography that fo­cuses on peo­ple and the sto­ries of their busi­nesses.”

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