We decided to open the doors of Flux for innocent, child-like play and spontaneous joy. Together with the evangelists of Microsoft, we first created the tone of voice concept of “a playground of ideas.” With straightforward yet playful copywriting, we created brand storytelling that emphasizes Flux’s leverage as a culture of innovation rather than just a co-working space.
In spatial branding, we turned the environment into a place that fuels imagination by delivering an unrestricted flow of inspiration through eye-catching optical illusions and visual puns. We sprinkled an element of fun into all brand assets and marketing materials, for example by creating patterns, tapestry, and neon lights out of the logo that decorated the co-working space.
