The Office Group
Identity
Pioneering workspace enterprise, The Office Group, asked Brave New World to carry out a complete rebranding of the company. The task was to take the greyness out of ‘The Office’, for which the brand was known, and transform it into something vibrant, energetic and exciting.
The branding strategy began with replacing the company name with the pithy and compelling ‘TOG’. The new, modern identity - with accents of cobalt blue, white and pink - was rolled out by Brave New World across the buildings, the website and all customer facing marketing channels. The strategy was to compete head on with WeWork and turn TOG into the number one flexible office provider in the UK - which the Group achieved. Following the successful re-brand, the majority stake in TOG was sold to Blackstone for £500m.
