Local Character, Global Presence
In a world where most coworking spaces could be anywhere – same furniture, same aesthetic, same vibe – Mindspace has always been different. They believe workspaces should reflect the unique energy of their locations. But their brand wasn’t capturing this distinctive approach.
Our challenge was clear: develop a brand identity that could showcase Mindspace’s unique position in the market while being flexible enough to celebrate the distinctive character of each location – from a sun-soaked Miami terrace to a historic London townhouse.
Before diving into design, we needed to get under the skin of what makes Mindspace different. Through collaborative workshops with their teams, we unearthed their hospitality obsession, while visits to different Mindspaces revealed their unique energies. Rather than imposing a rigid system from the top down, we built a flexible framework that could adapt to local nuances while maintaining a recognisable Mindspace DNA. This collaborative process ensured buy-in across their international team and a truly adaptable solution.
What we did
Brand identity Brand strategy & story Copywriting Packaging Research & insight Website design
We created a system that maintains brand consistency while allowing each location to express its local character. The logotype feels timeless and thoughtful – something to wear with pride – while location-specific variations connect each space to its city. “We’re Mindspace. But really, we’re Miami/Berlin/London…” became an impactful way to express this local-first mentality.
In a sector where design often feels either too corporate or too casual we struck a balance that reflects Mindspace’s unique position in the market. The identity feels timeless yet contemporary, with a warmth and personality that stands out.
The color palette we developed is intentionally distinctive – where competitors lean into corporate blues or startup minimalism, we embraced warm, energetic tones that can be dialed up or down depending on the audience. The typography draws inspiration from local hospitality venues – professional yet soulful, working hard but playing harder.
Our art direction captures spaces with genuine warmth, highlighting both beautiful design details and the community using them.
“Without’s design work reflects our fundamental belief that happy people do brilliant things. The thoughtful visual system they’ve created – from our warm color palette to our expressive typography – embodies our hospitality-ethos that differentiates Mindspace in the market. They’ve given us a brand identity that feels as carefully curated as our physical spaces, where every element is designed to energise and support our members.”
— Yoav Rimon, VP Marketing, Mindspace
