Cohesion - a co-working name, brand and spatial system designed for rollout across more than 20 sites in China.

Studio X created the Cohesion co-working brand from scratch for a China-based operator, developing the naming, identity and signage system for a rollout across a growing network of sites.

Process

Pre-Concept

Concept Design

Schematic Design

Detail Design

Tender Documentation

Tender Management

Construction Support

Guideline Package

Post-Completion Review

Studio X developed the naming in both English and Chinese - Cohesion in English, 目林 (Mù lín) in Chinese, built from 'Mù', meaning eye, a metaphor for vision and perspective, and 'lín', meaning a densely populated forest, a fresh and vibrant place.

The concept and logo design are rooted in a philosophy of building a home with a heart and creating an aspirational future, advocating a higher quality of life. Beyond the identity itself, Studio X designed the desktop and mobile websites, with online booking, membership purchasing and VIP services built in, and developed the signage and wayfinding strategy and design carried through every site in the network.

The bilingual Cohesion identity is integrated into the reception desk.

The bilingual identity extends across merchandise and branded touchpoints.

A custom icon system extends the visual identity across wayfinding and workplace touchpoints.

The visual identity guidelines provide a clear system for consistent application across all brand touchpoints.

A name is not a brand until it can travel. Cohesion was built so a new site could open looking exactly like the first.

Selected views

Brand marks, digital touchpoints and signage elements developed for the Cohesion identity and its rollout across the network.

(Approach)An eye, and a forest. A name built on a philosophy of home, vision and growth.

The system

Brand identity, applications and a full signage and wayfinding package, documented so the client's own teams could apply it consistently as the network expanded.

The flexible logo system adapts across bilingual, single-language and service-specific applications.

A coordinated signage and wayfinding system mapped across the workplace.

Detailed signage design translates the Cohesion identity into the built environment.

Cohesion is built and trading today, carrying the identity Studio X created into every site.

Cohesion was conceived for a rollout across more than 20 sites in China, with the naming, identity and signage system built to support that scale from the outset. Studio X's scope ran from naming and visual identity through to the desktop and mobile websites and the signage and wayfinding strategy for the network. The value to the client was never a single site - it was a system precise enough to open consistently as the network grew, recognisable from the name on the door to the booking flow on a member's phone.