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corporate style of premium coworking F2

Project: corporate style and visual identity system
Client: F2 Coworking 
Task: To form a visual identity for a network of premium flexible offices operating in different locations in Moscow. It was necessary to combine a high level of service, a professional business environment, and flexibility of rental formats, creating a single brand that works equally confidently in a prestigious business center and in more democratic urban locations. The identity should be universal for interiors, navigation, digital environment, and communication materials. 
Solution: A restrained and modern visual identity system was developed, focused on the business audience and the premium segment. The visual language is based on clear typography, strict compositional logic, and minimalist graphic techniques, emphasizing the professional character of the space. The identity is adapted to different formats of sites and media, ensuring the integrity of the brand and the scalability of the system as the network develops.

Task

Form a corporate style for a network of premium coworking spaces that would not only convey a high level of service but also work as an applied system in the physical space. The identity should be integrated into the architecture, navigation, interior zones, and everyday usage scenarios, rather than existing separately from the environment. 

The key task was to create a universal visual language that could work equally effectively in different scales and formats: from the logo and digital communications to the design of meeting rooms, work zones, rest areas, and space administration. The system should take into account the differences between network sites while maintaining a single visual core of the brand and the possibility of local identification of coworking spaces. 

Separate attention was required to develop a graphic system that reflects the work process: the rhythm of office activities, the repeatability of actions, tools, and nuances of the daily professional environment. The visual style should support the emotional state of residents, help navigate the space, and form a sense of a manageable, comfortable, and productive work environment. 

The final task was to form a detailed regulation for the use of the corporate style, which would ensure visual discipline, correct application of identity elements, and scalability of the system as the network develops and new media are added 

I research competitors, draw options without stopping, including wild and unsuitable ones, analyze competitors, and look for suitable graphemes

solution

Work on the logo began with an analysis of the environment of premium serviced offices and visual practices of the coworking market. Separate attention was paid to how the identity functions not in advertising, but in spatial and everyday contexts — inside the office, in navigation, at workstations, and in resident interaction zones. 

At the concept stage, the key idea of the corporate sign was formulated as a frame and unit of space. The basis was the image of a square foot — a measure of area, reinterpreted as a universal container for actions, processes, and states. This solution allowed linking the brand not with decor, but with the very essence of coworking — the working space and what happens in it. 

Further development was carried out through the search for a graphic system that could describe office work as a process. Visual metaphors of rhythm, repeatability of actions, tools, and nuances of daily activity were formed. Geometric shapes, patterns, and textures were used as a way to capture the dynamics of work and emotional states within the space, rather than as illustrative elements.

Typographic and color solutions were consciously built around a monochrome base with accent shades, which are applied in a dosed manner - for navigation, attention management, and zoning. This approach allowed preserving visual restraint and premiumness, while ensuring the flexibility of the system when working with different zones and formats of media.  

All key solutions were tested on real application scenarios: from design of negotiation, kitchen, and work areas to documentation, digital environment, and presentation materials. The final system was fixed in a brand book, which regulates not only the appearance of elements but also the logic of their combination, ensuring the integrity and scalability of the corporate style in the development of the network.

Result

As a result of the project for F2 Coworking, a holistic system of visual identification was created, designed in the form of a detailed brand book and calculated for practical application in physical and digital space of coworking spaces. The identity covers all key scenarios of interaction with the brand - from navigation and interior zones to documentation, digital environment, and presentation materials.

The corporate style was successfully adapted to different types of spaces within coworking spaces: negotiation, work areas, rest areas, kitchens, administrative and neutral spaces. The use of a single graphic logic made it possible to preserve the visual integrity of the environment amid the diversity of functions and usage scenarios, without overloading the interior with decorative elements.

The developed system has shown high scalability. The brand book provides for the variability of applying the logo, graphics, and color accents depending on the format of the media, size, and context, which allows using the identity both in large spatial solutions and in small communication elements without losing recognition.  

The result of the project was the formation of a visually disciplined, functional, and sustainable identity that supports the premium positioning of the F2 network and serves as a working tool for further development and operation of coworking spaces.

selected and used option

Additional materials

corporate style

As a result of the project for F2 Coworking, a holistic system of visual identification was created, designed in the form of a detailed brand book and calculated for practical application in physical and digital space of coworking spaces. The identity covers all key scenarios of interaction with the brand - from navigation and interior zones to documentation, digital environment, and presentation materials.

The corporate style was successfully adapted to different types of spaces within coworking spaces: negotiation, work areas, rest areas, kitchens, administrative and neutral spaces. The use of a single graphic logic made it possible to preserve the visual integrity of the environment amid the diversity of functions and usage scenarios, without overloading the interior with decorative elements.

The developed system has shown high scalability. The brand book provides for the variability of applying the logo, graphics, and color accents depending on the format of the media, size, and context, which allows using the identity both in large spatial solutions and in small communication elements without losing recognition.  

The result of the project was the formation of a visually disciplined, functional, and sustainable identity that supports the premium positioning of the F2 network and serves as a working tool for further development and operation of coworking spaces.

Additional materials

interior design

The F2 identity does not merely decorate the walls; it organizes the space. The brand’s key metaphor—the spatial unit—has been transformed here into a functional wayfinding system. ​Strict geometry and a modular grid form the basis of the signage and zoning, helping residents intuitively navigate the office

.We eliminated visual noise: the graphics are delicately integrated into the interior, highlighting the premium materials and architecture without distracting from work tasks.

Additional materials

site

For the brand's digital presence, the client chose a rapid launch strategy (MVP) based on the Tilda no-code platform. This strategic decision was driven by the need to generate inbound traffic for the sales team as quickly as possible and to provide the client with a tool that is easy to manage without relying on a team of developers.Given the strict technical constraints of the platform, functionality and business logic were prioritized. Here, the identity operates in a utilitarian mode:

Structure: Linear and intuitive, focused on converting visitors into leads.
Visuals: The brand identity is adapted to standard builder blocks, maintaining recognition through color constants and typography without overloading the interface.
Result: The website serves as a workhorse—it is an entry point for bookings and a digital showcase for the locations, requiring no complex technical support

Download brief on development of corporate style