Community is at the heart of Good Space, a co-working space based in residential areas across London (and Lille, France) to allow freelancers to work alongside their neighbours. Instead of commuting into the city, workers can wander a few minutes down the road, grab a coffee and connect with people from the surrounding location, 24-7.

With five sites, Good Space approached us to create a cohesive interior, brand and website that could be adapted for each location while still maintaining the same recognisable style. We created a series of shape languages that could be tweaked to indicate which workspace it was associated with. The shapes reflect the current locations but have the flexibility to be further altered for future ventures.    

A broad colour palette with a combination of many colours enables each space to define their own identity while still sitting cohesively with the others. We produced a brand style guide, defining typography, icon adaptations and photography style, enabling the spaces to blend the Good Style aesthetics with the individuality of each neighbourhood.  

An interiors style guide is also essential for a consistent environment and we created clear documentation to direct furniture, materials, lighting, architecture, dressing and colours. Based on the things that already make Good Space great, we defined several elements that each location must have – such as private working and breakout, collaboration spaces. 

We also considered the customer journey, and mapped out how each worker should experience the space; how they are welcomed, where they can store things, where they can work, where they can connect etc. 

The website is integral in uniting each co-working location and showcasing the Good Space brand in one place. In addition to informing and attracting customers, the site must also function as a booking system and a subscription service. With community in mind, each venue also hosts events with tickets purchasable online.