Responses by Base Design
Background: Pioneers of coworking in Europe since 2008, Silversquare is a Belgian company that has created a range of highly efficient and warmly spirited workspaces, with each venue being designed and crafted in a unique way by a guest decorator or artist. Its target audience goes from individual entrepreneurs who need a desk for the day to larger companies that may need to settle over several floors. The purpose of the project was to imagine a brand evolution that would bring the brand to maturity, and match the expansion and ambition of the company.
Reasoning: The new branding is essentially an exercise in style around the idea of “spaces with potential,” evoking the mastery of space planning as a way to enable people and their entrepreneurial endeavors. So, with help from photographer Marthe Hoet, we created a playful narrative telling that any space could become a place of historical importance—or rather entrepreneurial importance—if it’s given the proper attention and care. Conceptually, the idea was to symbolize space with a simple square that can expand, amplify or multiply to infinity, and become a space for opportunity, growth and improvement.
Challenges: Elevating the brand to the next level and bringing self-confidence and a mature stance to a somewhat dissipated brand, while keeping its juvenile and cheerful attitude, something the teams were attached to. To this end, the colorful brand system that we created not only brings a lot of energy and lightness, but it is also fun to use and easy to implement.
Favorite details: Well, it’s not exactly a detail, but it was satisfying to see how much the strategy phase helped our clients see past the commercial value of coworking into a more cultural and symbolic approach. Seeing them gain confidence as we went along with this reflection was rewarding. On another level, we realized that the versatility of the branding eventually put our clients in full autonomy, enabling them to take ownership and fulfill most of their branding needs, from the most corporate brochure to the funkiest guerrilla ads in the streets.
Visual influences: Obviously, when taking something as essential as the square as a starting point, thousands of references come to mind—from Munari’s little book of squares to the Fibonacci sequence. All these references contributed directly or indirectly to the creation process. Even the tone of voice played with the many idioms using the word square.
Specific demands: One of the premises of Silversquare is the fact that even if all locations share a common space-planning guideline, each address is unique, with its own design and atmosphere, a notion that is difficult to translate in the communication without losing the consistency of the brand. This is where the graphic system came handy. On one hand, it brought coherence through logic and color palette, and, on the other, it acted as a neutral placeholder for varied content.