We faced the challenge of rebranding an office space named ‘General Buildings’ located on Newcastle’s Grey Street. The brief was to create a brand from something that was completely generic. We needed to envision what the brand could be, rather than what it currently was.
By using industry insights, we needed to craft a unique identity that reflected the market’s needs, and to create a name, logo and website that embodied it.
Our research revealed several key points:
1. Landlord-tenant relationships lacked a sense of customer service.
2. Office spaces competed mainly on aesthetics rather than functionality.
3. Employees valued workspace contributions to well-being.
4. Grey Street attracted established businesses, not startups.
The Leadology™
Through collaborative efforts, we crafted a distinctive brand identity that resonated with the target audience. We positioned The Bloom Project as a catalyst for employee happiness and well-being, disrupting traditional office space offerings.
The deliberate crafting of the name “The Bloom Project” resonates with the brand identity, evoking images of growth and prosperity with the term “Bloom.” The addition of “Project” sets them apart in the industry, making them memorable and emphasising their dynamic nature amidst a market of conventional office names. The logo, inspired by a huddle, signifies unity and support, while the earthy tones evoke tranquillity.
Our bright and welcoming website design mirrored The Bloom Project’s physical space, blending functionality with serenity. Through interactive floor plans and informative blogs on wellness, it serves as a resource for fostering a culture of well-being.
The Result
Our partnership with The Bloom Project resulted in a transformative brand identity that goes beyond traditional office spaces. By focusing on wellness and community, we’ve defined The Bloom Project as a thriving hub for growth and well-being in the heart of Grey Street.
Both the logo and the website were the tactical embodiments of the positioning, designed to visually communicate their commitment to wellness and community, inviting individuals and businesses alike to thrive in an environment conducive to growth and collaboration.
”“We remain steadfast in our dedication to creating spaces where individuals and businesses thrive, and through DigitalKOG’s meticulous planning, positioning, and strategic branding, we've set a new standard for workspaces together.
Their expertise in crafting our website, logo, and brand story has helped shape our identity and enhanced our connection with our audience."
Alex Auld - The Bloom Project's Operations Director
