British flexible workspace company Spacemade rebranded for cohesivity

Spacemade called on London-based creative agency Wildish & Co., who designed a new identity based around the concept of ‘meaningful connections’. This aims to reposition the firm from primarily appealing to institutional landlords to adopting a stronger consumer focus.

Founded in 2020, Spacemade’s previous identity system solely focused on its B2B audience, with each workspace (nine in London, one in Birmingham and one in Leeds) having its own distinct design. Meanwhile, the logo design at the time consisted of a simple lowercase wordmark.

The brand needed to appeal to its corporate audience comprised of investors, landlords and brokers, along with a consumer audience of individuals and companies. Wildish & Co. was therefore tasked with crafting a well-defined, fresh and inspiring new identity system.

The brand’s new logo, a rectangular shape built into its letter ‘S’, references an open doorway, playing on the idea of human connection. Elsewhere, Neo Grotesk font Aeonik is deployed in all caps for headlines thanks to its directness and simplicity, while clean and modern Fakt is used for body copy. Hoping to exude an energetic and engaging feel, the new colour palette features a range of hues including yellow, peach and teal.

Sam Fresco, Wildish & Co. founder and managing director, says, “There’s a difference between a logo and some nice brand fonts and a design system. The time had come for Spacemade to bring in that strategic thinking and create a comprehensive design system that can move with the business as it evolves.”