2022
Shaping the visual identity of a boutique co-working space
the challenge
The General Room, a boutique co-working space, lacked consistent visual language across its socials. It needed an identity that captured the specific character of the space: warm and personal, but still upscale enough to justify a premium co-working offering.
the approach
The brand kit was built as a system meant for longevity. This was a deliberate constraint, since the space mainly relied on interns and part-time staff to manage social content, and inconsistent execution is often what causes early-stage brand identities to erode within a year.
Every typographic and design choice used Canva's built-in free font library specifically so future interns (with no paid software access) could maintain the system without it degrading.
The kit went beyond visual guidelines to include a practical toolkit: photo and video editing references, a content calendar template, and posting guidelines. This allowed the brand kit to function as an operational system, not just a style guide.
the outcome
The brand kit is still in active use ↗, years after my internship has ended!
This serves as direct evidence that a brand identity built around low-skill-requirement maintainability, not just aesthetic quality, was the right strategic call for this specific business context.
