DixonBaxi designs tangram-inspired identity for Storey coworking spaces

DixonBaxi is behind the new identity of coworking space Storey, which uses layered tangrams to represent the various businesses that use it.

The studio has a long-standing relationship with the brand’s parent company, British Land, with whom it has worked on various projects over a period of eight years. Storey was the first project to kick off the partnership and, in this new project, DixonBaxi was tasked with elevating Storey’s identity to fit a more high-end, refined and sophisticated space, according to design director Karun Agimal.

With multiple locations across London, such as Broadgate and Paddington, Storey sees the customer experience as flexible and effortless. This is made easier by the fact that every possible detail has been thought through and beautifully designed.

“If the old project had already fulfilled its function, the evolution of the brand showed that it no longer corresponded to Storey’s current vision and future objectives,” explains Agimal. Additionally, Storey is also investing in new office space, so it was the perfect time to align the portfolio with a new look and feel.

From the outset of the new project, Storey’s aim was to better represent its locations, office spaces, environment and values. Agimal notes that the brand also needed to “reflect how it has evolved to meet the needs of the market and how it fits into the British Land experience and offering.”

According to the studio, through its refined new design system, Storey communicates its commitment to adaptable and personalized workspaces, with every interaction feeling cohesive, thoughtful and premium.

Storey’s new logo is inspired by a tangram puzzle (a dissecting puzzle made up of various polygons) and consists of two simple overlapping shapes. Agimal explains that DixonBaxi chose this symbol to symbolize “the harmonious partnership between Storey and the companies it helps to empower”.

Essentially, the square shape represents the workspace, while the tangram shapes of the system reflect the individuality of each company. Because they can stretch, grow and evolve, geometric shapes are a flexible brand mark and graphic device.

They are used selectively to frame people and hero images, “maintaining a balance between graphic elements and authentic imagery, thereby enhancing brand recognition,” Agimal explains.

The iconography is designed to harmonize with the rest of the graphic system and is used for clear and effective storytelling. Agimal describes how the animated states of the icons “add charm and fun and are used for digital presentations, websites and social marketing,” while the static versions are used for on-site wayfinding.

Another refreshed visual element from Storey is its new color palette, influenced by the material choices in the physical spaces.

During our immersion trip into the Storey spaces, our team was immediately won over by the thoughtful design choices: the mix of greenery and sandalwood, down to the color of the chairs and the brass finishes,” says Agimal . “It has quickly become a key part of the brand’s toolbox. » The palette features warm, inviting hues, including primary colors like wood, marble and forest, which sit alongside secondary hues for infographics and floor plans.

DixonBaxi believes this contributes to “a mature yet dynamic visual identity that aligns with the brand’s premium positioning.”

The brand tone was just as important for this brand’s visuals, as Storey wanted the words to match the sophistication of his spaces. “We avoided the jokes and buzzwords associated with chaotic coworking spaces and instead opted for a simple, jargon-free approach, where every word was carefully considered,” says Agimal.

Storey’s new identity applies consistently across everything from brochures to digital platforms, with each touchpoint designed to echo the brand’s core values ​​of flexibility and simplicity.