DixonBaxi creates flexible workspace sub-brand for British Land

Brand consultancy DixonBaxi has designed the visual identity for Storey, a new flexible workspace brand from property development company British Land.

Storey has been launched by British Land to provide office space in London for companies that have outgrown co-working spaces and typically employ between 20 and 70 people.

The idea behind Storey was to create a brand that “challenges convention” within office renting, says DixonBaxi co-founder and executive creative director, Aporva Baxi.

The identity looks to move away from the “jargon and complexity” often seen in the office rental market, and focus on the “personalisation” and “modular flexibility” offered by the brand, adds Baxi.

The logo features two simple, overlapping shapes based on a geometric tangram puzzle, which aim to represent the partnership between the business and its tenants.

Changeable shapes and colour palette

One of the shapes appears in blue as a nod to the existing British Land colour, while the other chosen colour is red to give the brand a sense of “energy”, says DixonBaxi.

As the brand develops, the shapes can be scaled, rotated and flipped based on the floorplan of buildings owned by Storey, and will appear in different colours and patterns.

“The broader palette works as colour pairs,” says Baxi. “They combine vibrant energetic colours that reflect ambition, with more muted colours that express the stability British Land brings.”

“In combination, they create a very flexible design language that reflects the changing state of a business,” he adds.

The visual identity has now rolled out across digital and physical touchpoints, and will be extended across furnishing, flooring, signage, wayfinding graphics and communications as Storey expands to new locations.