The Roost
The Brief
Recent social and economic changes have put a new focus on the workplace, with many people now working remotely and companies re-evaluating their office-space. Co-workspaces have grown in popularity by being seen as a flexible, low risk alternative to traditional renting. This project aims to design and brand a co-workspace suited to the values and requirements of the modern workforce.
The Solution
After researching existing co-workspace locations, both online and in person, many of the large brand’s locations felt very impersonal and empty. A co-workspace is most impactful when it helps people and small businesses collaborate and gain access to opportunities they otherwise wouldn’t have access to. The collaboration and community aspect to a co-workspace are the fundamental values for The Roost’s brand and goals.
Brand Values
After researching other co-workspace locations, both online and in person, many of the large brand’s locations felt very corporate and empty. In contrast, The Roost’s locations aim to become a hub for people by providing a flexible, collaborative space where people can be productive.
Collaboration
Social connections and interactions have been suggested as on par with food and warmth as human necessities. They are important for maintaining an individual’s mental health as well as creating a strong and thriving community. The Roost wants to appeal to as many people as possible by being a welcoming place with a large, diverse community of people who can collaborate to problem solve business and social issues.
Opportunity
Research into an improved work-life balance as well as services like blue and green therapy have shown to have a positive effect on people’s mental health and performance. Though the cost and availability of these initiatives can often prevent people from utilising them. The Roost wants to work with other like-minded organisations to provide opportunities for people to improve their mental health along with their personal and professional performance.
Support
The spaces will incorporate aspects, such as nature and flexibility, to create a comfortable and productive environment. Aimed at reducing the stress and anxiety typically found in more ridged, traditional corporate workplaces. The Roost also wants to be a hub for information by providing a place for events including employment related workshops, festivals promoting local businesses and informative talks covering a large range of topics.
Name & Logo
A roost is a dependable, comfortable place where birds congregate, with a flock often roosting together. This captures the values of the brand and its focus on community. The symbolism of a bird can also be associated with ambition and freedom.
Primary
Secondary
Tertiary
Promotional Poster
Below is a poster designed to promote a series of open days so people can visit The Roost and learn more about the brand and its services. It utilises a pop-culture reference (Lord of the Rings) to inject humour and illustrate the brands more approachable and less formal feel.
Brochure
The brochure was designed to provide information and to introduce the brand to people at networking events and open days. It provides a mission statement and highlights the values of the brand to prospective members.
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Brand Guidelines
A Brand Guidelines document was created to provide advice on how the brand’s assets should be used, in order to maintain visual consistency through all design work produced for the brand.
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