Who? SpaceLab Detroit is an office co-working space located in Detroit, Michigan. They primarily serve contractors, entrepreneurs, architects, and designers working in the built-environment world. They offer clean and quiet workspaces, conference rooms, professional video and audio equipment, and conduct workshops to help members elevate their social media presences. I worked on an interdisciplinary team of interns to develop a brand strategy and visual identity.

What? A complete rebranding. As a team we developed a plan to differentiate SpaceLab verbally and visually from their competitors. I developed an updated color palette and typographic pairing and created a comprehensive brand guidelines book to hand over to the business owner and web developer.

Why? SpaceLab wants to be modern and professional. They want to set trends rather than follow them. They want to help their client base put their best foot forward. We needed a visual identity that would stand out from the crowd while also feeling professional and reliable.

How? I started by conducting competitor profiling to understand the visual languages of similar companies locally and regionally. I identified competitors’ unique visual brand and verbal identity to understand how best to differentiate SpaceLab from the competition. I narrowed down keywords that best describe SpaceLab, such as “fun, energetic, reliable, groundbreaking, collaborative, and creative.” After visiting the business, I picked out colors from their interior design (teal and citrine) and came up with a color palette that captured these in a modern way.