BRANDING

WORKMATES

Creating a local community through WORKMATES

OBJECTIVE

Create a new brand for a bi-monthly IRL meet up that brings together local Williamsburg and Greenpoint dwellers who are actively seeking new eyes and ears to collaborate with.

Target market: Business owners, creatives, or freelancers in any industry who mainly live in Williamsburg/Greenpoint, Brooklyn, or are willing to travel; they are looking to make authentic connections with people they could collaborate with now or in the future.

SERVICES

Naming

Branding

Social Assets

Instagram page and branded assets

Additional social branded assets

Approach

Color Colour Creative aimed to convey connection, networking, and approachability. A simple graphic of connected dots and dashed lines was used to further push the networking idea as a motif throughout branding.

Logo: The sans serif used for the logo was made uppercase for a more dramatic effect, while the tagline, ‘Let’s connect offline’ is used both as secondary messaging and as primary messaging. The color is either Chocolate or Ray of Sunshine, never black.

Color palette: The colors chosen were primarily a warm chocolate brown, a bright and happy turquoise, and a blue accent. Additional complimentary colors were added in for contrast and freshness.

Typography: Mainly serif for headers and subheads, and a sans for body copy.

Tone of Voice: The tone is fun and cheeky but also uses lots of colloquial, friendly phrases because that is the essence of WORKMATES. The tone is warm and welcoming while being informative.

Email List Building: Organically grown from personal invites to 132 contacts.