Designing a Comprehensive Brand Identity for a Hybrid Workspace Experience
Keppel Land Ltd is an investment holding and management company. It develops and manages residential, office and commercial properties.
Keppel Land required a brand for a hybrid serviced office and co-working space experience, one that could scale quickly across Asia into emerging and developing markets such as Myanmar and Vietnam and occupy a premium positioning. A pilot space was already in operation but this carried a generic name (Workspace) and lacked market profile. It was time for change.
Our work involved profiling different types of demand for serviced offices and co-working spaces based on secondary research and in collaboration with the Keppel Land team. By articulating a range of needs and benefits, we helped prioritise the most relevant customer segments for the new hybrid proposition and focus the positioning of the brand.
Crafting Identity for the Hybrid Office
An extensive naming process for the new offer was facilitated from which the name ‘Kloud’ took shape. A new category descriptor of ‘serviced co-office’ was crafted, one that balances the hybrid proposition towards serviced office solutions.
Drawing inspiration from the idea of ‘corporate chic’ we crafted an aspirational personality for the KLOUD brand to elevate its appeal to a sophisticated audience of corporates, professionals and entrepreneurs.
Best Use of Typography – Silver
