London – The creative studio has designed an eclectic identity for TwentyTwo, a new workspace concept that will open in 2019.
TwentyTwo will be located in the heart of the City of London, an area scattered with offices and co-working spaces like WeWork. The new branding, which uses primary colours and graphic shapes to evoke the energy and fun of a healthy work/life balance, will show a new side to the heavily corporate area.
When it opens, the ambitious 62-floor building will include a gym, spa, members’ club, communal food hall, co-working spaces and numerous pieces of art. ‘We wanted to make sure there was a strong distinction between Twentytwo and competitor commercial property brands – something that reflected the bravery and ambition of the project,’ says Tom Sharp, founder of The Beautiful Meme.
In our design direction Workplays, we outlined how branding agencies are injecting the previously sober workplace with a new visual language, filled with humour, wit and bold graphics.