An identity and print experience that celebrates the era of co-working in citizenM’s art-filled spaces
Hotels were evolving from places of rest into vibrant workspaces, where digital nomads and executives blended business with comfort. With this in mind, I developed a campaign to launch citizenM’s new monthly co-working membership offer. The campaign consisted of both print and digital assets, which were used to promote the offer across platforms and channels, as well as within the hotel spaces themselves.
brand design / collateral / brand strategy / discovery / visual Identity / tone of voice / social media / campaign
modular folder collateral
I drew inspiration from classic 90s office icons and styles, shaping a campaign that celebrated old-school working within the modern and uplifting citizenM workspaces. I selected floppy discs, typewriters, and chunky phones as the core icons throughout, while ensuring the colour palette and typeface stayed true to the citizenM brand.
I designed a modular fold displayed in the hotels and created to lead with intrigue, encouraging guests and workers to leaf through the bundle to find out more. The overarching art direction remained consistent with the wider citizenM membership brand.
The art of analogue
custom floppy discs
The standout star of the collateral was the custom (and fully functional) floppy disc. Together with Amsterdam-based agency, Colourcake, I located a factory that was able to produce branded floppy discs to act as the co-working ‘identifier’. This meant everyone who wished to co-work received the identifier, which signalled to hotel ambassadors that they had signed up for the membership and were free to work in the space.
the star of the campaign
