In Wildish & Co.’s identity for Spacemade, an ‘S’ with a ‘doorway’ becomes a portal into the brand

Spacemade, the UK-based flexible workspace company, is renowned for its dedication to nurturing meaningful connections within its communities, operating 11 locations across England, with nine in London, one in Birmingham and one in Leeds. Recognising the need to evolve from a primarily B2B-focused brand to a broader B2B2C one, they sought the expertise of London-based creative agency Wildish & Co. to reimagine their look. Alongside the challenge of creating a cohesive, confident identity system (encompassing all individual locations while strengthening the central parent brand), the new identity also needed to resonate with a diverse range of audiences, from investors and landlords to individual consumers and companies. Creative Director Jake Allnutt explains the unique task at hand – “Spacemade’s business model is quite different to its current competitors. Rather than renting or owning the spaces, Spacemade is a brand that facilitates the relationship between the landlords (building owners) and members (businesses). This creates a bespoke offering for the buildings, meaning they can better fit the needs of the communities, but this called for a certain balance in the branding – as you have the individual location brand as well as Spacemade as an endorser brand. It was clear that the brand needed to work supporting its building brands but also be able to stand on its own.” The creative direction embraced by Wildish & Co. focused on the concept of ‘meaningful connections’ and the intrinsic value of in-person communities. “From a creative standpoint, we had to visualise the idea of Spacemade as something that brings different people and ideas together,” says Managing Director Sam Fresco. The new ad copy line ‘Not just a pretty space’ captures the light-heartedness of the brand, emphasising that while Spacemade workspaces are aesthetically pleasing, they are also considerate of the people who use them and the reason they come together.