Project No.26 — 
Co-Working, Brand & Art Direction, Cremorne Victoria

Not Your Typical Space

How do you curate an image for a workplace that serves as a counter-point to conventional co-working? A shared work environment that's more sophisticated and more discerning than what's typically seen?
          Not a typical co-working space, nor an old-school office space, it sits somewhere in the middle. Blessed with a brand-new Fieldwork-designed building, an A-grade Cremorne location, stunning city views, a restaurant, a wine bar and limited to only 28 desks, Not Your Typical Space is a little bit un-usual and a little bit cool. No noisy skateboards, no crusty old carpet and a no d**khead policy. It’s perfect for those businesses who value appearances and want to appear valuable.

The Co-Working Industry

The emergence of the co-working office is taking hold across the world, and for good reason. It's a great way for businesses to maintain flexibility and scalability in their workplace and create opportunities to network and build a community. Larger co-working spaces attract a diverse range of businesses, resulting in a working environment that's vibrant and full of energy. However, it can often prove unpredictable — as different work practices, cultures and philosophies don't always gel. 
          Not Your Typical Space is the answer. Designed to cater for only a small number of businesses, it's ideal for those who seek a greater sense of privacy and predictability. A clear objective and a clear pathway forward for the Assembly team to curate a visual identity, and ensure it stands apart from typical co-working spaces.

The Approach

For such an unusual project, naturally we approached it a little differently. Less about 'brand' and more about curating an image, the task was both visual and verbal.
          Hand-picked photographers, detailed styling and highly considered art direction set the scene — resulting in an evocative and distinctive visual identity. A unique style of copywriting set the tone for personality and communications. Snappy, sophisticated and at times a little provocative, the writing helped achieve additional cut-through by challenging conventional norms and expectations.

Marketing Collateral

Avoiding the common trap of producing 'typical' corporate-style collateral, we opted for a more informal approach. For those having completed an inspection of the space, we utilised the cost-efficiencies and casual format of a broadsheet-style newspaper as a great alternative to what's typically seen.

Work Completed

End–to-end; visual identity, photography and art direction, copywriting, website design and development, print collateral and lead-generation campaign

MOBILE

Project No.26 — 
Co-Working, Brand & Art Direction, Cremorne Victoria

Not Your Typical Space

How do you curate an image for a workplace that serves as a counter-point to conventional co-working? A shared work environment that's more sophisticated and more discerning than what's typically seen?
          Not a typical co-working space, nor an old-school office space, it sits somewhere in the middle. Blessed with a brand-new Fieldwork-designed building, an A-grade Cremorne location, stunning city views, a restaurant, a wine bar and limited to only 28 desks, Not Your Typical Space is a little bit un-usual and a little bit cool. No noisy skateboards, no crusty old carpet and a no d**khead policy. It’s perfect for those businesses who value appearances and want to appear valuable.

The emergence of the co-working office is taking hold across the world, and for good reason. It's a great way for businesses to maintain flexibility and scalability in their workplace and create opportunities to network and build a community. Larger co-working spaces attract a diverse array of businesses, but they can also prove unpredictable — differing work practices, philosophies and work cultures come together, and that's not for everyone.
          With all the benefits of typical co-working, Not Your Typical Space is smaller and more sophisticated. With this in mind, Assembly curated an image and personality that would capture its point of difference, and help it stand out from the crowd.

Work Completed

End–to-end; visual identity, photography and art direction, copywriting, website design and development, print collateral and lead-generation campaign

Image Credits

Tom Blachford Photography  ↗ 

Peter Clarke Photography  ↗ 

DESKTOP

MOBILE

DESKTOP WIDE

DESKTOP

TABLET WIDE

TABLET PORTRAIT

Assembly transforms businesses, services and products through the power of brands. We work at the intersection of strategy, identity, communications and content. Far more than mere aesthetic, our role is holistic — helping our clients understand their offer and shape it for the marketplace.

Visit us 11-13 Cubitt St Cremorne VIC 3121 AU 
Email us hi@theassembly.com.au 
Call us +61 3 9600 2220 
Stalk us Instagram, LinkedIn 
Typography ABC Diatype, Quadrant Mono
Copyright Assembly Branding® 2024

MOBILE

Assembly transforms businesses, services and products through the power of brands. We work at the intersection of strategy, identity, communications and content. Far more than mere aesthetic, our role is holistic — helping our clients understand their offer and shape it for the marketplace.

Visit us 11-13 Cubitt St Cremorne VIC 3121 AU
Email us hi@theassembly.com.au
Call us +61 3 9600 2220
Stalk us Instagram, LinkedIn
Typography ABC Diatype, Quadrant Mono
Copyright Assembly Branding® 2024