Problem Statement

A brand for the people.

Radius CoWork is a coworking facility in Erie, Pennsylvania founded in 2015. Not only does Radius provide membership to freelancers, startups, and any other motivated people looking to get work done, but they also provide research to aid members, connect them to leads, and coordinate peer knowledge sharing. More than just 'renting a desk,' Radius CoWork is a place where people come together to connect and revitalize the city, one cup of coffee and one completed project at a time.

When it was founded, Radius had no brand direction. Like many startups, it prioritized a logo and nothing more. Hex codes weren’t even provided. By the time Radius was solidly established, its owners had some time to get a feel for the community and the environment that a young, professional coworking space in the area needed to set up its members for success. It was time to prioritize taking another look at the goals, voice, and visual identity.

Challenges

Ever-changing community.

Due to Radius’ rapid growth over the short period of five years, the needs and challenges for this unique coworking space have fluctuated. Going from 12 members to 150+ members in a matter of years, Radius’ voice continues to evolve and its brand needed to evolve along with it.

The reach grew beyond the city of Erie and into the surrounding counties, then states, and across the country. There are even a few members coming from abroad. Thus, the Radius community became varied and well-rounded quickly.

(Chart last updated Dec 2020)

Solutions

Designed to change.

We gave Radius a brand guide and built out Radius’ brand experience across all basic tools: website, email, print collateral, digital marketing, and social media. Since the physical space is a huge part of coworking, the interior design of the space has also been designed to embody the brand voice and was used to influence the visual identity. Radius CoWork builds from three main brand archetypes: Explorer, Creator, and Everyman.

This unique identity doesn’t focus on solidifying its visual styles for 10+ years, but instead has a focus on community involvement and adaption. Many business owners view their brands as their babies, but Radius’ owners viewed the brand as the community’s baby. It was not forced to fit a voice and mission given to Radius; rather, the voice and mission adapted to fit the community and informed the brand.

In short, what won’t change about Radius’ brand is that the Radius brand will always be changing and growing with its community.

Results

The best of the best.

Radius embodies a vibrant, light-hearted voice on social media. Like any genuine coworking space, Radius puts its members first with the focus on improving work-life in a connected and welcoming environment. The belief in the community and drive to support driven entrepreneurs built the brand. This trust resulted in an identity where every member feels an integral part. Radius’ impact can be measured in the following:

👉 Over 20 businesses launched

👉 Over 70 community events hosted

👉 Over 50 remote jobs supported

👉 Infinite quality of lives improved