HexSpace

Role

Lead brand and digital designer

Brand strategy and positioning

Brand story and messaging

Brand visual identity

Website design

Marketing assets

Interiors

In a world of templated co-working spaces, HexSpace set out to be something different, a flexible working environment designed to spark collaboration, creative expression and community. But as a new brand entering a competitive space it needed more than just a functional offering. It needed a distinctive identity that reflected its culture and attracted like-minded creatives, freelancers and start-ups.

My goal was to create HexSpace’s first brand identity and website, one that not only communicated its purpose but inspired people to join.

Visit the live website

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The Process

We began with an in-depth brand discovery phase working closely with the founder to define the DNA of HexSpace. Together we landed on a positioning that captured the spirit of the brand:
Relaxed, playful, and rooted in the belief that life is better when people create together.

With this foundation in place I developed a visual identity system that brings these values to life:

A simple and contemporary brand design infused with colour and vibrancy to reflect versatility and creativity
A bespoke character system co-created with HexSpace members - each character starts as a blank canvas and evolves through contributions using geometric shapes and patterns, symbolising collaboration and individuality
A tone and visual language that feels open, warm and community-driven, breaking away from the corporate feel of typical co-working brands

The brand identity was rolled out across every touchpoint:

HexSpace interiors – wall graphics and signage to energise the space and reflect the community
Printed marketing materials – flyers, welcome packs and posters
Member assets – custom name tags, desk signs and onboarding packs
Social media templates – designed to be flexible and fun for ongoing updates and promotions
A digital-first website – showcasing the space, the people and the culture in a way that’s both clear and creatively inviting

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The Results

The identity helped attract the brand’s ideal audience from freelance designers and digital creatives to small teams and entrepreneurs. There was an increase in member engagement with the collaborative character system becoming a point connection. A clear and differentiated brand presence in the co-working market positioning HexSpace as a creative-first environment rather than just a desk-for-hire. The flexible design system that is scalable and adaptable supports growth into new spaces and experiences. Positive feedback from members and visitors who described the brand as “welcoming” “fun” and “a space that feels like it was made for creatives”