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.”