MyBASE

Branding / Marketing Strategy

MyBASE is a co-working space based in Hong Kong. During the Covid, stay-at-home order presents a specific set of challenges to a lot of people especially given the tight living situation in Hong Kong. It is pretty much impossible for most Hong Kongese to squeeze out a home office space. MyBASE provides a cozy and spacious open workspace for students and workers. They also host creative events time by time to engage with more potential customers.

Deliverables

• Brand Positioning

• Brand Story

• Brand Identity

• Sub-brand Guideline

• Color Palette

• Brand Typography

• Icon System

• Photography Style

• Marketing Materials

• Brand Guidelines

Mission

I was entrusted to rebrand MyBASE to break the stereotype about working spaces while creating a fun, contemporary but trustworthy brand experience.

Study/working space in Asia was often stereotyped as tense and serious. We want the brand to feel dependable while breaking this stereotype. Adding the bright orange is a big step to provide a fresh brand identity to this co-working space. A working space does not have to be “quiet” and boring, it can also be fun and motivational.

Icons system

An icon system that inherits the playfulness of the visual identity. Each icon includes both round and sharp corners, which also tides back to the logo design.