With the recent growth of co-working spaces and more than 7,000 different operators sprouting around the globe accompanying the boom of start-up companies, the quickly evolving sub sector of the real estate market is presenting different, and more elaborate solution for small business rather than the traditional work space. To add even more value to these, usually already impressive facilities, strategy and design consultancy DIA created a living and breathing experience that can evolve and change during the space of minutes.
The New York–based consultancy, whose goal is to transform businesses “through thoughtful and effective brand experiences”, created a new identity for Primary – a co-working concept that blends health and wellness. DIA has decided to create a sophisticated, yet approachable identity that provides people with all their needs and a dynamic co-working community. Both parties began collaborating before the space was secured, which allowed the brand strategy and identity to help inform the overall feeling of the space.
The Primary identity is based on specific colour psychology. The team developed a generative based platform which produces unique logos that reflect desired moods or time of day. Each member of the refined and thoughtful space is given an individual sphere matching her or his personality.
The mix of colours is intended to help shape the atmosphere of each room, office or a specific piece of the space. With different hues being used for different activities, a Bikram yoga class that involves larger heat production and intensity than a meditation class, the colours will vary accordingly.
When all this comes together, it creates a living and breathing space that becomes more than just an co-working space identity. It becomes a thoughtful space that “nourishes its member’s businesses while maintaining a healthy lifestyle”. As the first location opened its doors in the New York’s Financial District in May 2016, there are plans for the airy but accessible identity to be brought to Flatiron, NYC, and Toronto offices.
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