The Office Group
Brand Strategy
The Office Group pioneered the concept of shared workspace in the UK. Brave New World re-positioned the group and gave the brand a bold, modern visual identity: the short-hand, TOG, was used across the brand including members’ packs, the website and in a new magazine for the community, called &Co. BNW also created a digital content strategy for TOG across all platforms.
Brand Positioning
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.
Marketing Collateral
