Client
Gravity Coworking – identity
Gravity Coworking
Scope
Naming
Identity design
Illustration
Photography
Services
Strategy
Design
Content creation
In summary
Creating the name and identity for a new coworking brand built on connection, attraction and the power of shared momentum.
When the founders of a new coworking venture approached us, they had a strong business idea but no clear brand direction. They needed a name, a visual identity and a positioning that would differentiate them within a growing market while expressing the collaborative energy at the heart of their offering.
Through research, naming exploration and brand development, we created Gravity — a brand centred on the concept of mutual attraction and shared momentum. The result is a confident, memorable identity that set the foundation for Gravity’s launch across Sydney, Melbourne and Brisbane.
Process
- Understanding the vision: Held strategic sessions with the founders to clarify their ambitions, audiences and desired market position.
- Naming exploration: Developed a series of naming territories, longlists and rationale frameworks before narrowing through research, testing and collaborative review — culminating in the name Gravity.
- Identity development: Created a brandmark built around the playful interplay of the A and V, visually expressing the idea of pull, force and connection.
- Establishing brand language: Designed a supporting visual system that extended the concept of attraction into typography, layout and graphic elements.
- Launch applications: Produced a suite of core collateral, including business cards printed using letterpress techniques to emphasise tactility, presence and first impressions.
- Environmental alignment: Supported the rollout of the brand across Gravity’s coworking spaces in Sydney, Melbourne and Brisbane.
Outcome
- A distinctive, memorable brand name that clearly expresses the business’s core proposition of connection and collaborative energy.
- A playful and intelligent identity system grounded in the visual metaphor of attraction — setting Gravity apart in a competitive market.
- Cohesive brand assets and launch materials that strengthened the business’s entry into multiple metropolitan markets.
- A tactile, premium stationery suite that supported immediate credibility and professional visibility.
- A strong brand foundation that enabled Gravity to confidently establish itself and grow across three major cities.
