From co-working to pro-working
London is leading the global market in the co-working sector. With over 1,000 spaces, the competition is intense. After investing close to £400 million to acquire a number of striking buildings across central London, Brockton Capital, the investor behind Camden Lock, Curzon Street and Realpubs, was ready to bring something new and unique to the market. They engaged Prophet to identify a gap in the co-working space that Brockton could uniquely fill and to achieve new growth opportunities within an already crowded market.
Prophet moved beyond the hipster, t-shirt and jean crowds of WeWork to a new professional or ‘pro-working’ space that goes beyond just supplying a desk. The spaces offer a more curated, members’ club approach to cater to a different kind of co-working clientele. The solution reimagined the brand experience and redefined what the term co-working could mean with premium hotel-style hospitality, destination restaurant, lobby bar, yoga studios and tech enabled boardrooms.
“We started by speaking to the people that matter most – those potential customers who would be using the space – to begin the journey of developing the relevant value proposition and customer experience to address their needs,” said Gregg Finlay, Associate Partner and Creative Director at Prophet. “Extensive research and insights led us to the simple truth that became the core and driving force behind the brand: space to be brilliant.’’
From these insights came the inspiration for the name we developed: FORA. A Latin word and plural of ‘forum’- where ideas and views on a particular issue can be exchanged.
Then, we developed a brand reflective of these elite spaces and FORA’s superior proposition. The multifaceted logo, a modular and adaptive mark set against a simple and discreet colour palette of blue and ivory, reflects the values of FORA’s pro-working spaces, where people come together to create something unique. The identity helped to elevate the brand to one that exudes class, and is designed to whisper softly rather than shout.
From developing the name to defining the brand identity and superior value proposition, the FORA brand clearly differentiates itself from its competitors by standing out as a working space for high-achieving professionals across industries. It has become the fastest growing player in the co-working space, expanding its locations in London and beyond as customers champion the premium experience.
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