DixonBaxi, a creative agency, has spearheaded a rebrand for luxury co-working space provider Storey. The project is the culmination of an eight-year partnership with Storey’s parent company, British Land, with the goal of enhancing brand appeal to affluent clients.
With this rebranding, DixonBaxi hopes to encapsulate a mix of luxury and efficiency in Storey’s brand narrative. The updated aesthetic and messaging promise a top-tier working experience, which could reinforce Storey’s reputation in the high-end co-working space market.
Storey operates in several wealthy London areas like Broadgate and Paddington and is known for its excellent service. The rebrand comes as Storey grows its luxury office spaces, aligning the brand image with its modern goals and ambitious expansion plans. Storey sets itself apart with its strong focus on flexible workspaces and tailored services.
The rebranding is also an opportunity to communicate more clearly their unique offering: premium locations, excellent facilities, a supportive environment, and a commitment to business ethics.
DixonBaxi’s luxury rebrand for Storey
Also, the updated brand image can reflect market changes and resonate with British Land’s wide range of products and services.
In the rebranding process, DixonBaxi used the tangram principle — a puzzle made of overlapping minimalist geometric shapes. This idea symbolizes the symbiotic relationship between Storey and the corporations it houses. DixonBaxi sought to represent Storey as a nurturing entity that promotes growth and creativity.
As part of the rebranding, animations were developed for digital pitches, websites, and social media. The company’s language style also shifted towards a more sophisticated vocabulary. Additionally, it introduced a revamped color scheme and redesigned its logo.
Storey’s revised brand identity has been seamlessly integrated across all mediums — from print to digital touchpoints. This new branding centers on adaptability and simplicity, aiming to provide a consistent experience across all platforms.
