Coworking | Berkley, Michigan

Brand Strategy / Brand Platform Creation / Brand Audit / Acquisition and Retention Strategy / Email Strategy / Social Strategy / Design Support / Brand Management / Trend Insights

  • THE SITUATION

    Opening their first location at the end of 2019, Folio Offices didn’t know that the way people worked was about to change forever. Located in a suburban downtown outside of Detroit, the owners’ vision was to fill the space with small business owners and remote employees who work hard, have grit, and hustle day and night.

    When it came to their brand, they had the basics - a logo, an informal website, and cool coffee cups. The brand was missing key components that connected it to their ideal customer: a defined personality, market positioning, and a messaging strategy.

    THE WORK WE DID

    • Ongoing research including competitor, trend, industry, and consumer which was changing by the day due to the pandemic.

    • Built a strategy to match business goals including a second location.

    • Facilitated a workshop with the owners to uncover the personality traits, differentiators, value proposition, and opportunities.

    Plot Twist. In 2021, data and trends showed that people were burning out. The hustle mentality was losing it’s appeal and instead business owners were craving flexibility and rest, and the employees were looking to turn work off at 5 p.m. We took these findings and recrafted the Folio message from “Hustle, Grind, Build”, to an environment where productivity, focused work time, allowed people to separate work from home more purposefully.

    The research + the brand platform + the trend insights helped us construct their new promise to the world, “Your purpose is our purpose.” From here, we created a brand story, messaging matrix, acquisition and retention plan, and more.

    THE IMPACT OF THE WORK

    • A brand platform that provided consistency and clarity for messaging that spoke to their ideal members, used in email marketing, social media, and internal messaging. 

    • A retention plan to support their current members that included satisfaction surveys, small physical updates to the space, and a monthly newsletter.

    • Enhanced the new member experience with a welcome packet, new member guide, and email campaign.

    • A marketing plan for the opening of their second location.

    • Brought the brand personality into the physical spaces.

    • Worked with their web developer on UX and brand messaging. 

    • Created visual elements to support the existing logo.

    CLIENT SUCCESS

    • From 2022 - 2023, Folio offices have maintained a 100% capacity for their offices, 100% capacity for their dedicated desks, and over 90% for open seating members.

    • A 2023 EOY satisfaction survey showed that 99% of their members were more productive, 98% weren’t distracted, and 97% noticed an improvement in their business or position since becoming a member.

    • A 94% member renewal rate in 2023.

FOLIO OFFICES

FROM THE BRAND BOOK

A document titled 'Brand Voice' with sections titled 'Earnest,' 'Approachable,' 'Inspiring,' and 'Witty Confidence,' each describing qualities of a brand, on a color-blocked background in white, orange, and teal.
A digital infographic titled 'Consumer Profiles' displays profiles of two individuals, WFH Wendy and Owner Owen, with photos, names, occupations, and personal descriptions on an orange background.

BRAND IMPLEMENTATION

A hand holding a smartphone displaying a grid of images and text related to coworking spaces, work options, and community features.
Laptop screen displaying a webpage with the logo 'FOLIO' and a heading that says 'There's more here than just coworking,' with a description about supporting members' goals and providing office supplies and snacks.
Three framed posters on a wall with motivational text about communication, each with a word or phrase in large orange font and some smaller explanatory text underneath.
A brochure for FOLIO coworking offices in Berkley alongside a newsletter or flyer and a computer on a white desk with a potted plant.
Orange Folio coworking space welcome kit with a black folio wristband, a QR code card, and a flyer on a wooden surface.
Modern conference room with wooden table, black chairs, TV on green wall, art decor hanging from ceiling, glass walls, and a text overlay stating 'Your purpose is our purpose'.

SEE MORE OF OUR WORK

A woman in white lingerie with her back turned, holding her head, with a logo for Illuüm Cosmetic Surgery and the word 'LOVE' partially visible on the left side.
A woman with black hair and a pink shirt sitting in the back of a black Jeep, raising her arms in the air in front of wind turbines in a desert landscape with a blue sky. Overlaid on the image, text reads, 'Like no place else™ Palm Springs California' with a palm tree icon.
A couple enjoying a meal outdoors under a Maryland awning, with friends, wine glasses, and a tray of fruit on the table.